Image: H&M
Beyoncé has been confirmed as the new face of H&M.
The high street brand has announced that the Single Ladies singer has signed on to promote their summer 2013 line.
The first images from the shoot have also been released and show 31-year-old Bey lounging on a sunbed, dressed in a white top and checked shorts.
The ads will run worldwide with the tagline ‘Beyoncé as Mrs Carter in H&M’, keeping in line with her Mrs Carter world tour branding.
The pictures were reportedly shot in the Bahamas back in January by Inez van Lamsweerde and Vinoodh Matadin.
The star said of her latest career move:
“I’ve always liked H&M’s focus on fun and 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.
“It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial.’
Beyoncé has also recorded a track to go with the campaign, Standing on the Sun, which will feature on the adverts.
This is the latest in a series of moves which marks the singer’s comeback following the birth of her daughter, Blue Ivy, in January 2012.
She performed at the Super Bowl XLVII in February, announced her world tour, the Mrs Carter Show, and caused controversy earlier this week with her new track, Bow Down.
The singer has been criticised for the use of the word ‘b***h’ in the song, which lyrics include:
“I know when you were little girls you dreamt of being in my world. Don’t forget it. Respect that. Bow Down b****es.”
Beyoncé embarks on her Mrs Carter Show world tour on 15 April and will play 11 dates in the UK, three in Manchester, two in Birmingham and six at the O2 in London.
She is also said to be working on her fifth studio album.
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