Beyoncé’s music video for H&M’s new Beyoncé as Mrs. Carter in H&M campaign—featuring Bey’s upcoming fifth album’s new single, “Standing on the Sun”—had its big reveal yesterday. As you might imagine judging from the sizzling tropical-themed print ads thus far, the 90-second spot features Queen B delivering a healthy dose of sexiness on a beach in the Bahamas.
The Jonas Åkerlund-directed clip shows off the pop queen’s penchant for whipping her weave and gyrating her bootylicious hips. (Åkerlund is famous for directing Beyoncé and Lady Gaga in “Telephone,” and collaborating with Madonna.)
In the video/commercial, Beyoncé goes from brunette to honey blond and showcases a line she helped design for H&M’s Water collection of barely-there fringed bikinis and body-hugging dresses. The video crescendos into an after-dark scene with Mrs. Carter sitting on her wicker throne sporting a feather headdress surrounded by lots of tiki torches.
Beyoncé’s by far the most high-profile celebrity endorser for the fashion chain, so it’s to be expected that her commercial would be over-the-top. Besides, understated isn’t in Bey’s vocabulary.
The collection will be in stores in May.—Alexandra Phanor-Faury