Beyonce is taking her fashion sense and designs to H&M.
The “Bown Down” singer is set to unveil her campaign for the retail store, which was shot in the Bahamas. The campaign will also feature her new song, “Standing on the Sun,” available on HM.com this May.
Check out snippets from Beyonce’s exclusive interview with ELLE magazine about her H&M campaign.
ELLE: Tell us about your experience shooting the campaign for H&M.
Beyoncé: I loved shooting the campaign in the Bahamas. We shot on a beach outside of Nassau and the weather was perfect. The shoot was filled with vibrant colors and was inspired by the glamour of the late ’70s.
ELLE: How was it to work with the director Jonas Åkerlund?
Beyoncé: It was incredible to work with Jonas again. We had a great time shooting the TV commercial for the Mrs. Carter Show World Tour, so I was looking forward to working with him again. He has such a great imagination and I love seeing his visions come to life.
ELLE: Where does your own fierce and fabulous style come from?
Beyoncé: Well, thanks for the compliment! I think my style comes from watching my mother from the time I was a little girl. She was so stylish. She was the first person I saw mix high-end pieces with more accessible styles and make it all work. I’m also inspired by my sister [Solange Knowles]; I love her bold approach.
ELLE: What kind of clothes or items do you like to wear?
Beyoncé: I like sexy but classic pieces. I love prints and patterns, [and] mixing textures as well as solid colors.
ELLE: How do you decide what to wear?
Beyoncé: It depends on how I’m feeling that day, and luckily I have great, honest people around me to help. My stylists, Ty Hunter and Raquel Smith, are an influential part of the process.
ELLE: How do you dress in the summer?
Beyoncé: I love the summer. I’m always in shorts, dresses, light flowing fabrics, [and] great sandals.
ELLE: Do you do any charity work?
Beyoncé: Absolutely. My parents taught my sister and me the importance of giving back and making a difference in another person’s life. I work closely with a number of charities from food pantries to drug rehabilitation to natural disaster relief to preventing sexual exploitation of young girls. It is one of the most rewarding things I do.
Behind-the-Scenes on Beyoncé’s H&M campaign. – ELLE