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,” BeyoncĂ© 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.

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