The Beyonce promo train is traveling at full speed (as expected) with a new business venture under the “Bow Down” singer’s belt. Swedish retailer H&M announced Thursday that King Bey is the official face of their Summer 2013 campaign.
According to WWD, the international superstar will appear in television commercials, print ads and billboards showcasing the collection that she had a hand in designing.
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“They are full of her own personal style,” said Ann-Sofie Johansson, head of design at H&M. Items will include “the perfect body-con dress,” a beach gown with an ultra-sexy slit, high-waisted shorts and a sleeveless shirt. Beyonce will also model a tie-dye bikini from the retailer’s Water range, with a quarter of the sales being donated to the WaterAid Charity.
If that’s not enough, a new track “Standing on the Sun” will be featured in the television ad.
“It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial,” Mrs. Carter said.
The entire collection will be available in stores and online starting in May.