Beyonce, Now an H&M Model, Records Song for the Swedish Retailer
"Standing on the Sun" will appear in a new commercial
Beyoncé, one of the rare contemporary pop stars to hang onto an image of old-school glamor, has lent her image — and her music — to a retailer known for making chic fashions available for cheap. The singer, whose Mrs. Carter Show World Tour starts on April 15, is the star model for H&M’s new summer advertising campaign.
In addition to print ads showing Beyoncé in Nassau in the Bahamas, the campaign will also include a commercial featuring a new song from the singer, “Standing on the Sun.” Longtime Madonna visual collaborator Jonas Åkerlund will direct, so expect a commercial that could function as a music video.
In fact, that’s pretty much what Beyoncé said in the press release. Here’s her full, unfortunately dull quote: “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.”
Just a guess: “Standing on the Sun” won’t sound like latest Mrs. Carter trap-raider “Bow Down / I Been On.”