H&M signs Beyoncé for beachwear TV campaign

H&M will run a summer campaign starring Beyoncé in swim and beachwear as it increases the pace of the expansion of its store estate.

Beyoncé: stars in H&M beachwear campaign on TV
Beyoncé: stars in H&M beachwear campaign on TV

The retailer will kick off the drive with print and outdoor ads featuring a 'Beyoncé as Mrs Carter in H&M' strapline that references her sell-out Mrs Carter Show World tour, which launches on 15 April.

Television activity shot in the Bahamas will feature a new track by Beyoncé called 'Standing on the Sun', with creative aiming to push the idea that women can be "strong, vulnerable, sensual, maternal, fun and flirtatious".

Donald Schneider, creative director at H&M, described the upcoming campaign as an "epic fantasy, with glamour, drama and also a sense of paradise".

An extended version of the TV execution will be hosted online as part of the brand’s strategy of running high-profile digital activity featuring celebrity ambassadors.

In February, the retailer allowed brand ambassador David Beckham to take over its Twitter feed for the day in order to answer questions from fans.

The clothing featured in the Beyoncé ad will launch in-store in May and will help propel the launch of the rapid rollout of new stores.

H&M revealed yesterday that the expansion plan for new stores in the 2013 financial year had been increased to 350 new stores, up from the 325 previously planned.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).