"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 the four elements - fire, water, earth and wind…" - Beyoncé Photo by Inez van Lamsweerde and Vinoodh Matadin.
It looks like the rumor and speculation regarding Beyoncé’s collaboration with H&M is true! The singer will appear as the face of the Swedish retailer this Summer and, like Madonna before her, gave H&M "personal input on the pieces seen in the campaign"—so sayeth an H&M rep. This begs the question, is Beyoncé, like Madonna before her, and like her counterparts Rihanna, Gwen Stefani, Victoria Beckham, et al, prepping for the launch of her own line of clothing? *
According to Ann-Sofie Johansson, H&M’s Head of Design, you can look forward to “the perfect bodycon dress, as well as a flowing sun dress that makes a real statement. And of course there are the bikinis, especially the fringed bikini.”
The Queen of marketing, who’s an ace at brand collaboration and corporate tie-ins,** ensured that the ads would appear with the title: "Beyoncé as Mrs Carter in H&M". Prepare yourself for the
onslaught campaign that will include, not only print and
billboards, but also, a TV commercial, shot by Jonas Åkerlund and features a
new song, Standing On The Sun, by Beyoncé
herself. Some folks may doubt her, but I’m of the firm belief that Beyonce
should be teaching marketing classes at HBS, Wharton or Stanford’s B-School.
Maybe that’s what she’s got cooking next. You heard it here first, folks!
* Note that, while Beyoncé plays an active role in the design process at House of Deréon, Tina Knowles is the creative force behind that brand.
** See, for example, her March Vogue cover—following on the heels of her HBO special—which aired immediately after her Oprah interview—which took place following the announcement of the Mrs. Carter Show tour—which occurred like the day after her Superbowl spectacular—which came on the heels of her Inauguration performance. It’s also not lost on me that news of the H&M collaboration broke as soon as her latest song, Bow Down, hit the web.