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 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.
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