PHOTO: Beyoncé Is the New Face of H&M

03/21/2013 at 11:39 AM ET

Beyonce H&M campaignCourtesy H&M

We’ve had our share of H&M excitement around the PEOPLE StyleWatch offices — from the sexy spokesmodels to the designer collaborations to the very famous fans. But this news, combining all three into one, blows those out of the water.

Beyoncé has signed on to be the line’s newest face, something that’s been buzzed about since she was snapped on a shoot back in January. The photos, shot in the Bahamas, show the star looking especially sultry, wearing flowers in her hair and cute, summery clothes.

PHOTOS: See more celebrity ad campaigns here!

And true to her Type A personality, the star had a hand in designing the looks in the summer collection, including a body-con dress, high-slit maxi, sleeveless top and swimwear. Her new track “Standing On the Sun” will be heard in the ads, which “felt more like making a video than a commercial,” Beyoncé said in a statement.

The already enormous affordable-fashion empire has been raising its profile even further recently, from shooting Guy Ritchie-directed ads to making appearances at the Oscars, and we have a feeling a collaboration with Beyoncé is only going to make 2013 even bigger for H&M.

Look for “Beyoncé as Mrs. Carter in H&M” ads to pop up soon, with the full collection to hit stores in May. Tell us: What do you think of H&M’s new face?

–Alex Apatoff

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Showing 70 comments

Ashln on

*rolling my eyes. Ick…Beyonce.

rosita on

she looks pretty white out there

Brandy on

why? not a good choice

melinda on

Can this chick please just go away already? I can’t believe that she is the new face for H&M. Her new song “Bow down b******” is just as pathetic as she is – get gone already.

Britt on

Everyone bow down to the Queen Beyonce.. (rolling my eyes)

lol on

Enough! Beyonce, please go on your tour and then go away and live your fabulous life.

jackiw on

I am sooooo sick of hearing about B. enuff is enuff. there r other sexy female celebs in the world. Halle Berry 4 1.

Just My Opinion on


Daisy Love on

wow, photoshop much? not hating, just an observation, but her thighs are not ‘that’ lean!!!! Not saying she’s fat, she’s just not that little either!!!! She’s naturally beautiful and talented, why she feels the need to be so ‘fake’ about everything she does is beyond me!

Tiffantre on

She looks absolutely stunning! I adore her.

Fatima on


Linda on

Wow…what happened to the other half of her? That some serious “photoshop” goin’ on there! I can’t stand her and I like even less (if that’s possible) since that new song of hers came out…”Bow down B*tches”. She’s pathetic!


She has lost me as a fan after “BOW DOWN B*%&”

GOD is the only one worthy of bowing down to…, GO AWAY Beyonce!!!

Guestav on

She’s overexposed at this point. Would like to see her take a break, take that weave out of her hair and loosen up a bit. Acting glamorous all the time is just plain silly, especially when you’re a Mom. Ditto that message to JLO.

me on


keilanisma on

beautiful shot! She looks stunning.

kim on

shes not my fave celebrity by far, but she looks great here…

Essence on

I’m excited about the new collection because I’ve opened H&M stores back in the day but I do agree with you all. I’m kinda of sick of her. This is kinda like the late 90’s to early 2000’s when JLO was all over the place. Enough already

R2D2 on

Seriously, there’s no one else in the world that can show off H&M? Over-exposed celebrities are so annoying. It’s especially odd to have a celebrity spokesperson who you know would never wear your clothes. 1) She has her own line. 2) She’s all about pricey, exclusive, label rich clothing. She would never wear H&M unless contractually obligated.

Morgan on

Gotta admit.. this shot is pretty incredible.

DDG on

Highly disappointed!

noelle on

Go Away Beyonce

Aspen on

Am I the only one thinking that celebrities are taking jobs away from the aspiring models?

Chula on

Rihanna would be a much better model for this shoot.

ppp on

so done with Beyonce and Kardashians

KIA on

She looks amazing as usual!!!

Tiny on

LOL so much hate on Beyonce! i know you guys wish you could live her life and probably still sing right along with her when u hear her songs on the radio! STOP!

traycee on

So over this lady. Who are we kidding here? We all know that she doesn’t wear anything from H&M



Just My Opinion on

I understand people may not like her song, but how do you dislike someone you never met?

dkbillionaires on

She’s beautiful but she should promote her natural beauty more.. I mean clearly she’s not that skinny (as we saw at her Superbowl performance)… she’s beautiful the way she is and doesn’t need photoshop to make her skinnier. On another note, I am kind of tired of seeing her face everywhere… along with her little triangle hand signs…

dkbillionaires on

She’s beautiful but she should promote her natural beauty more.. I mean clearly she’s not that skinny (as we saw at her Superbowl performance)… she’s beautiful the way she is and doesn’t need photoshop to make her skinnier. On another note, I am kind of tired of seeing her face everywhere… along with her little triangle hand signs…

Guest on

I have to STOP shopping at H&M…they’re going GHETTO!!!

whatever on

they just lost a customer

Dariana on

I cannot see Beyonce ever wearing h&m, anything for more money, and she really cant dress when shes casual, as nice as that outfit is, I dont see her wearing that!

Ashley on

Isn’t Beyonce sick of seeing and listening to herself? We are. Someone needs to take a LONG break away from the limelight and do some re-assessing. You’re too old to starting pseudo-rapping about bi$&@*^. You just had a daughter and this is what you want to teach her? I always knew she was ghetto faking and now the truth comes out.

wrenaroo on

Wow! It is good to see the masses not drinking the KoolAid. Me thinkist that Queen Bay (self appointed title) and her PR team have gone over the edge and back to desperate. I agree with many of the posters comments about her over exposure, other beautiful celebs who would be a better representative, and just the plain ol’ sick and tired of being bombarded with her trumped up perfection.

bobbi on

PLEASE go away!!!I am so tired of hearing about this woman!!!

bobbi on

PLEASE go away….so sick of hearing about her!!

Amber on

This tiresome idiot can go away any minute now. Is there anything she wouldn’t slap her name and picture on for a dollar?

Neena on

Who believes that Beyonce wears H&M and drinks Pepsi??!! lol.. Solange, maybe..

kenyamoore on

Beautiful but too airbrushed. she’s not that skinny. Embrace your curves.

kiss my. .toe on

Not pretty. Not talented. Way overrated.

susan on

Too bad. I actually liked H&M.

doni on

You have got ot be kidding. She wouldn’t wear there clothes. God go away, your not even talented


Wow, really?? I like those shoes she’s wearing, the blouse, and bangles. Sold!

mikki on

airbrush much??

Portfolio on

She’s a little on the older side for H&M market, in my opinion. ost of them are hipsters in their 20s from what I see. And they don’t really carry stuff that is her size as in height and curves, not that I have found. I’ve liked H&M, but when I go there, I always come out empty-handed, their stuff looks good, but for size 2s mostly.

Money rules! on

Beyonce and H&M you deserve one another.

Sharon on

It amazes me how most of the comments are negative and the ‘hearts’ are so high.Which makes me believe somehow the number of ‘hearts’ is rigged. Not that I care anyways. People are beginning to see right through this fake plastic bleached bimbo. The media needs to focus more on other celebrities than this disgrace like she is all that!

maine on

I have to admit…the super bowl..didn’t care. the inauguration..meh…This is the straw. I am officially jealous.

christine on


slawson on

Such haters!

She was Beyonce before you knew her, and my dears, she will be Beyonce when you’re gone. Who cares what you think. I know she couldn’t possibly care what you fo*ls think, okay.

Golden on

What is she wearing? Who dresses like that on the beach? She really needs to retire. She has more than overspent her overly generous amount of hype.

Tad Bates on

Wow….such haters. Seriously how can ppl just begrudge others for their success? Maybe if you all weren’t sitting on yur a@#es waiting on hand outs you probably find more value to your wasteless lives. BTW….all her tix R sold out for her upcoming tour….so who r the suckers 4life a$@holes

Anna on

As if her face wasn’t everywhere already. Why not try a new face for once? Just have her to get more money, it’s always bout the money. Pretty sad if you ask me.

Riki on

Its all about $$$ as to who prostitutes their image. Bey, Kimye, Rih Rih etc…ots all about tha benjamins

jamey on


Marie Mullin on

People don’t seem impressed!

jen on

Just what our young daughters need: another overly sexual “role model”…sigh.

Jason on

Photoshop is an amazing thing isn’t it?

naa koshie on

Agree, i so agree with you. God is the only one we must bow to. this girl CANNOT give us life, only God can give. shut up Beyonce and repent.

sam on

OMG shut up already! ALL OF YOU! yes she might be overexposed but that does not mean she is “not talented or beautiful”. Yes, this clothing line isn’t for her! It is for her fans, and for the average consumer. She said it herself. She wanted to be involved with H&M because it allowed people the opportunity to buy fashionable clothing at an affordable price. This is a win-win collaboration for her, H&M, and for the consumers as well.

Gregory on

I love her Jay-Z is one lucky man!

ruth mekins on

good job they have got air brush that is what I have done to beyonce.

Angela on

Beyonce, you’re cool and all, but you are fake. i didn’t watch your documentary but I heard that it was not revealing at all. Did you show your baby bump? no because it was fake like you. Why lie? couples get surrogates, adopt etc. And I hate that you commented in an interview that it upsets you that this is a men run world, but you come out half naked all the time. Go find yourself B

islandgrrrl on

You ‘adore’ her? Really? Wow, I don’t think I would say that about a celebrity I actually did admire? You realize it’s all hype and fake they’re selling you right? I would never put anyone up on a pedestal, especially not the likes of her! She’s everywhere these days and if it’s a ploy to get her back ‘on top’, I think she’s missed her boat and all it’s doing is making her come across as highly annoying. Everything she’s doing is getting negative publicity and now the mere sight of her makes me want to turn the page………..get gone for good!

tshepang on

Wow that is super hOt, I like

Jessica on

I dnt think the song was gud but she is at the top of her game and i think she looks amazing nd i’m happy she is the face of H&M all u haterz suck rocks cuz thats all yall do is hate

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