It was officially announced on WWD this morning that Beyoncé is the new face of H&M—surprised? Most fans weren’t. Back in January, when pictures of the singer in the Bahamas appeared on her Tumblr page, followed by a since-deleted tweet from one of her back-up dancers ("First day of trial in the Bahamas! H&M all set … go"), gossip sites quickly put the pieces together. Still, it’s nice to know for sure—especially since the confirmation came with a sneak peek of the forthcoming advertisements.
The first image features Bey in a sort of Aphrodite-as-a-pin-up girl look, reclining across a lawn chain on a spotless white beach. Like her predecessor Lana Del Rey’s campaign, it has a slightly retro vibe, although in a totally different way. Whereas the "Video Games" crooner’s photos were all about smokey eyes and glossy bouffants à la Bridget Bardot, Mrs. Carter’s red lips and side-swept hair are little more South Pacific.
The rest of the shots will be released this coming May, and include items of clothing the star helped to create, like a fringed bikini and "the perfect" body-con dress. "What makes these pieces even more special is that Beyoncé herself had input into the design, and they are full of her own personal style," Ann-Sofie Johansson, H&M’s head of design, explained in an interview. Also, there’s a television commercial to look forward to, set to a brand new Beyoncé track called "Standing on the Sun."
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