Beyonce for H&M Ad Campaign

Posted on April 17, 2013

Miss Bey is serving up brightly colored cocktails with little umbrellas in them. Also: curves.


Spring 2013 ad campaign titled ‘Beyonce as Mrs. Carter in H&M’ photographed by Inez van Lamsweerde and Vinoodh Matadin in the Bahamas.

“I’ve always liked H&M’s focus on fun 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,” said Beyonce. “It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial.”

God bless celebrities, darlings. Only they could describe a line of bikinis as representing “the different emotions of women.”  Apparently, the entire emotional spectrum for women comes down to “Look how flat my stomach is!” Who knew?

We joke because we love. She looks ridiculously hot here.


[Photo Credit: Inez van Lamsweerde and Vinoodh Matadin for H&M]

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  • Sobaika

    Sometimes you have to ignore the ridiculous attempts to try and convince us this means anything more than dollar bills for the spokesperson involved and just gawk. She looks H O T. And importantly, she and her thighs look like themselves.

    Summer’s approaching. Got to eat green stuff and remember where my gym is located.

    • alyce1213

      “her thighs look like themselves”
      Seriously doubt it.

      • Sobaika

        Have you seen the photoChopping done to her body in GQ and Vogue UK (that one was featured on this blog I’m pretty sure). I’m sure there was plenty of “touching up” done on these pictures but her body looks a lot more like what we saw on the Superbowl than not.

        • alyce1213

          When she performs, she wears double pantyhose and fishnets to “contain” her voluptuous thighs, smooth everything out, and control jiggle. When she does ads, it’s Photochop. I do believe this is very photochopped — I have seen some totally untouched pictures and they’re not quite as “perfect” as these.

          • SassieCassy

            just to be clear you would put her body here in the same category as the images in vogue..?

          • alyce1213

            Just be be clear, I said nothing about and made no comparison to Vogue. Or GQ.

          • SassieCassy

            the comment your responding to does. h&m is allowing her curves to remain which makes sense bc they have a totally different demo. so yeah, those look like her thighs. airbrushed and perfected versions of her thighs but those are her thighs

          • alyce1213

            Oh they’re her voluptuous thighs, alright, but they are photochopped with smoother lines and (I daresay) slimmed a little bit. All I meant is that her really, real thighs are not quite as ‘perfect’ as these.

        • Claudia

          Actually, I was a little bugged out by her lack of thigh in the black bikini. We’ve all seen Bey enough to know she doesn’t have a thigh gap; I love her her natural legs – they’re so slamming!

    • bella

      “Summer’s approaching.”

      is the new ‘Winter is Coming’

    • pookiesmom

      Um, are we looking at the same pictures? She is certainly capital H-O-T, but that first picture of her in the black bathing suit? Thighs do not make an inverted triangle like that, sans flesh, on anything but skeletons. Where, oh where, have those inner thighs gone? I at least appreciate the other photos in their attempts to mask said inner thighs with shadows. At least that is a more biologically possible way of shaming the flesh into submission.

  • They forgot the other four elements on display here. Sexy, Sultry, Sinuous, and Smokin’

  • poggi

    Bikinis conjure up emotions for me too, but I am not sure that shame and despair are the emotions that H& M had in mind.

    That said, Beyonce looks great, but the green pool float shot seems awkward to me for some reason.

    • SassieCassy

      whatever happened to one pieces. or at least tankinis.

      • MoHub

        Lands’ End

        • nancymae


      • poggi

        I know. for me, there is nothing like a one-piece to just smooth it all out a bit.

    • It must be the fringe hanging from her boobs. Or the fact that she looks like she’s about to fall into the water, but I also think it’s an awkward picture.

  • No doubt, she is gorgeous. That said, there is a serious lack of variety in hair styling, facial expression and accessories. When I think Queen B, I don’t typically think the ‘B’ stands for budget.

    • SassieCassy

      i dont think of pepsi when i think of B either but she is earning her paycheck. get it get it!

  • Introspective

    Thanks Bey for making me feel shitty about the big ass burger I had for lunch.

  • Introspective

    Thanks Bey for making me feel bad about the big ass burger i had for lunch.

  • shirab

    Unintentionally hilarious comment: “It felt more like making a video than a commercial.”
    Ah yes, thanks, now we can relate. Interesting distinction.

    • Really.
      “Yeah it felt more like advertizing, than,…advertizing.”

    • Yea, not sure how those two things would feel different from each other.

    • Carly Warnock

      Such a good comment. When celebs get all GOOP-y on us and we respond like normal human beings who live in the real world and haven’t experienced an ounce of this shit, it’s pure comedic gold.

  • MK03

    Feh. Not digging these suits. I can get the same stuff at Target.

  • julnyes

    That little cover-up / dress / bathing dress? thing is cute. She is all kinds of gorgeous.

  • MarissaLG

    This actually isn’t a great shoot and I’ll tell you why. I could give a shit about the bathing suits. They are completely overwhelmed by the BEAUTY OF BEYONCE.

  • Funkykatt

    It’s about time pear shaped women were appreciated as they should be (me included).

  • She looks good, but the poses are all. the. same. Hip popped out, arm(s) up, vacant stare, and mouth partly open.

    • For me, I try to have my arms over my head when photos are taken of me in a bathing suit mainly because it stretches out my love handles a bit… I don’t think that is why Beyonce is doing it, but it’s nice to know that I have one thing in common with her…

      • alyce1213

        Boob lift, too! (But you have to really keep up with underarm shaving)

      • I totally see what you mean, but those are tricks that we mere mortals resort to. She has the best photographers, lighting, and photoshoppers at her disposal. They could have tried *something* different. BUT… I’m not saying that she doesn’t look great; I actually think she looks fantastic.

    • SassieCassy

      its the go-to sexy pose. i dont think shes doing it slim out her body

      but if your sore spot is the back of your arm always take pictures with your hand on your hips

  • Sunraya

    I don’t know, why is she stretching up in every picture? To flatten her stomach? I don’t like these pictures, except the pool float one. That is a great picture. Plus, her face is hoot shopped beyond recognition in some pics. Who is she?

    • Carly Warnock

      To make her thighs look smaller I’m assuming and stomach flatter.

  • She is giving me life in these pics! The photographer and photoshoper earned their checks with this shoot! Man she looks sexy in these pics.

  • alyce1213

    For me, this is not so Hot. She looks like an artificial version of herself, a cardboard cutout, conventionally posed the same way, and ridiculously over-photoshopped. You couldn’t pay me to touch that hair(piece) . It looks ratty and icky.
    She’s phoning it in.

    I like the top three, the bottom two not so much.

    • tereliz

      I have to agree. It all looks totally contrived, and if the looks are meant to evoke the elements—she mentioned that was the concept they collaborated on—I couldn’t tell you which is supposed to be which.

    • mila_8

      I think something’s stuck in her hair. Seriously, she’s got at least one hand if not two tangled up in there each shot. What is it? Gum! A quarter? Or snag of the diamond ring?

  • jw_ny

    she looks like she’s holding her breath and sucking in her tummy in every shot. That hair…ugh.

    She does look pretty kick ass in the bikinis tho…

  • judybrowni

    The fringe on that bikini?

    In actual water, it’s gonna float up and be all kinds of annoying.

  • IMNAngryLiberal

    Miss B always looks tacky and a little cheap to me, so she is perfect as the face/body of H&M.

  • I like how in one shot she is lounging on a teal $10 beach chair. I have one exactly like it, except that mine has sand in the joints and is rusty. 🙂

  • Imasewsure

    I think this is boring but it is nice to see a celeb modeling a more accessible brand I guess

  • MilaXX

    It’s okay. Bey is pretty she just has the same face in every shot

    • stubbornthoughts

      Scrolled down to post this.

  • ballerinawithagun

    I’m amused by the cheap beach lounger. I guess because it is H&M cheap is appropriate! I would like to have seen a photo of her carrying the lounger…

    • alyce1213

      . . . and schlepping a cooler.

  • YoungSally

    Hot yes —

    Vapid — even more so. But I guess that’s what happens when one’s entire life seems centered on refining one’s image and documenting the process.

  • ampg

    “Guys, my left ear is detaching from my head! Um, guys? Did you hear me? Oh, hell, I’ll just hold it on until we finish the shoot.”

  • stephbellard

    She’s so hot, if she walked by my construction site, I’d grab my crotch and whistle.

  • And now I’m going to down an entire box of Oreos and cry into my glass of milk.

  • TheAmericaness

    It’s the same pose/look for almost every shot! “Put your hands in your hair! Good, now look alluring! Good! *CLICK* I realize there’s only so much you can do with a beach setting and swimwear, and the hands and arms need to be out of the way, but isn’t there someone to think outside the box for these sorts of things? Overall, it is very pretty and Beyonce looks great, but it’s an official: “Been There Done That”.

  • NNgela

    What if all the women on the beach constantly walked around with their arms up in the air?

  • gracedarling

    She forgot ‘Heart’.

  • Crystal

    LOVE the yellow!

  • irose

    who caught the “West Wing” quote?

  • kathrineb

    LOL. Bellybutton rings seem so 90s to me. Am I wrong?

  • Jessica O’Connell

    Is she afraid that her weave is going to fall out or something? Why is she touching her hair/head in basically every shot?

    Oh Beyonce, your attempts to sound like a normal, relatable person are hilarious to me.

  • Guest

    i have a feeling that 1% of the world’s women own 99% of the world’s bikinis. otherwise, i have on idea how they sell so many of these tiny items.

  • DCSheehan

    Currently vying with Gwyneth to top my ‘Most Boring Celebrity Who Thinks They’re Fascinating’ list.