Just in time for her “Mrs Carter” world tour which kicks off April 15, H&M nabs Beyoncé as the summer 2013 campaign front woman. She would be the official new face of the mega fast fashion chain stores summer look. The marketing strategy will include print ads and billboards, as “Beyoncé as Mrs. Carter in H&M.” The photoshoot spread took place in the Bahamas by Scandinavian dynamic team Inez van Lamsweerde and Vinoodh Matadin, and the commercial was directed by Jonas Åkerlund.
“I’ve always liked H&M’s focus on fun and affordable fashion,” said Beyoncé. “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.”
Several shoes featured in the campaign spread are hard to miss. We hope they look as good in person as they do in the photos. We can’t wait to see them in stores. They would be the perfect option for our budget conscious members who want style on the fly during the summer months but don’t want to break the bank. H&M has collaborated with the likes of Madonna, Chanel’s Karl Lagerfeld, Versace et.al and all have sold out within hours of hitting the store chains. If Beyoncé’s collaboration is anything like the aforementioned, then you can expect long lines and a sell out at the stores the minute they are released. If all else fails, you can at least support the line for charity reason, a good cause, 25 percent of sales will be donated to WaterAid , an organization that helps children in Africa and Asia get clean water. It’s something to think about.
Speaking of charity, Sole4Souls was featured in the Jan-Mar 2013 issue of Shoeholics magazine, print edition now in stores.