As part of the Year of Beyoncé (and as reported in January, thanks to a Twitter-happy backup dancer), King B is, in fact, the face of H&M’s summer campaign. Inez & Vinoodh shot the print ads in the Bahamas and Jonas Åkerlund directed a commercial for TV and Internet audiences set to a new song, “Standing on the Sun,” by the pop star. The spot should debut at the beginning of May.
“I’ve always liked H&M’s focus on fun and affordable fashion,” Beyoncé said in a press release. “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.” Ann-Sofie Johansson, H&M’s head of design, described the rest of the collection: “There’s 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. 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.” No mention of the trifold PVC chaise lounge; we thought B would prefer an ergonomic recliner with a built-in umbrella and multiple cup-holders. Or a throne.
Today, H&M also released its eleventh Conscious Actions Sustainability Report. Among the highlights: The fast-fashion chain is making its supplier factory list public; for the second consecutive year, it’s the largest user of certified organic cotton in the world; H&M is pushing for higher wages and annual wage reviews for garment workers in Bangladesh. The company also continues to work with WaterAid — contributing more than $4 million since 2002 — and 25 percent of sales from a (new) tie-dye H&M for Water bikini will go to the international charity.