Shot in Nassau in the Bahamas by Inez van Lamsweerde and Vindooh Matadin and the commercial directed by Jonas Åkerlund, Mrs. Carter herself will be featured in a campaign highlighting the four basic elements in the midst of a tropical paradise. Fans will also get a listen to a new song from the powerhouse, “Standing on the Sun,” when the commercial makes its debut in May.
As for the collection itself, it will feature a series of body con dress, flowing sundresses, fringed bikinis, and even a splash of tie-dye thrown in the mix from the H&M for Water collection that benefits H&M for WaterAid. Plus the songstress had in hand in crafting the collection for the fast fashion retailer. “I’ve always liked H&M’s focus on fun and affordable fashion,” she said. “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.”
We'll keep our eyes open for the video come May!