First Look: Beyonce For H&M

Who runs the world? Beyonce. (I have seriously been waiting months to use that in proper context.) And not just as a singer, actress, wife, and mother, but thanks to her new gig as the face of H&M.

With the summer campaign now exclusively up at Vogue UK, you can peruse the singer's advertisements that will be featured throughout chains over the next little while — not that B's just a pretty face.

In addition to fronting the high summer campaign, Beyonce reportedly gave "personal input on the pieces seen in [it]," and inspired each bathing suit featured. Shot by Inez van Lamsweerde and Vinoodh Matadin in the Bahamas, the ads will introduce her as "Beyonce as Mrs. Carter in H&M" — which goes hand in hand with her upcoming tour.

Said Mrs. Carter: "I've always liked H&M's focus on fun, affordable fashion. I really loved the concept we collaborated on to explore the different emotions of women represented by four elements — fire, water, earth, and wind."

"It was a beautiful shoot on a tropical island," she continued. "It felt more like making a video than a commercial."

H&M is equally jazzed.

"H&M's summer campaign starring Beyonce is an epic fantasy, with glamour, drama, and also a sense of paradise," H&M creative director Donald Schneider told Vogue. "It was amazing to watch her on the shoot make it all look effortless — a quality that makes her such an icon for women around the world. The campaign is the essence of Beyonce, and also the essence of H&M this summer."

Beyonce Knowles. Is there anything she can't do? 

Tags: bathing suits, beyonce, H&M, H&M 2013, Mrs. Carter, summer campaign

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