Beyonce HM campaign

Clothing giant H&M has lowered its standards and named Beyonce as the new face of its Summer 2013 women’s line, Hollywoodlife reports.

H&M is introducing Beyonce in the new campaign as, “Beyoncé as Mrs. Carter in H&M.” Her images will be featured in print and television ads. The ads were shot in Nassau, Bahamas by photographers Inez van Lamsweerde and Vinoodh Matadin.

Creative director Donald Schneider describes the campaign as an “epic fantasy, with glamour, drama, and also a sense of paradise.” Yes, “epic fantasy” is about right.

Beyonce HM campaign

Beyonce who touched off a near riot by telling her fans to “Bow Down Bitches”, recorded a new song exclusively for the H&M campaign, titled, “Standing On The Sun”. H&M’s marketing department calls Beyonce “the ideal icon of women empowerment,” lol.

“I’ve always liked H&M’s focus on fun and affordable fashion. I really loved the concept we collaborated on to explore the different emotions of women represented by the four elements – fire, water, earth and wind. It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial,” says Beyoncé, reading from a prepared script.

The track will be available for download sometime in May. But if it sounds anything like the horrific “Bow Down” demo, she might as well stick to modeling off-the-rack clothing because her recording career is over.

Beyonce HM campaign

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  • Photos: H&M, Instagram