Beyonce is the new face of H&M
Even though she played it cool in print, Deal Diva Katie was stoked beyond belief, BEYOND BELIEF, I TELL YOU, to find out her moody celeb gal crush, Lana Del Rey, was modeling for an H&M campaign last summer.
Now take how she felt and multiply it by a million. Beyonce is taking over the coveted spokesmodel spot. BEYONCE. She is my personal Queen of Feroshlandia. Just ask my boyfriend, who recently had to endure all the dance moves to Get Me Bodied (extended version) during a car trip. Doing the Naomi Campbell walk is not so easy when belted into the passenger seat, guys.
On an analytical tip, H&M and other style outfits who place celebs at the helm have realized what Vogue and Cosmopolitan realized years ago -- consumers often prefer to see their favorite actors, musical acts and superstars sporting fashions compared to unknown models. On a subconscious level, perhaps paparazzi culture makes us feel like we know these people and we can somehow relate. On a more basic level, it's gratifying to be like, "Oh, you like my shorts? So does Beyonce."
The campaign, which conveniently coincides with Beyonce's summer concert tour, introduces “Beyonce as Mrs. Carter in H&M” sporting a line of swimsuits and beachwear available in May. A quarter of sales from the collection will be donated to the H&M for WaterAid initiative, helping the world’s poor access clean water.
“I’ve always liked H&M’s focus on fun and affordable fashion," Beyonce tells someone who is not me via a press release. "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."
Uh. Are they that different? Seriously, I don't know. My experience ends with the hairbrush in the bathroom mirror. Well, whatever. Beyonce can say whatever she wants and I'll finger snap.
When we get a peek at the items in the collection, we'll be sure to post more. Who would you like to see in a fashion campaign?