Beyoncé
Online

Today marks the start of Beyoncé's sold-out Mrs. Carter Show World Tour, but it's not the only thing the superstar launches this season. She's also got a huge campaign for H&M, shot in the Bahamas and featuring her new song, "Standing on the Sun," available on hm.com this May. One special piece Beyoncé models in the ads? A tie-dye bikini that's part of the H&M for Water collection, which donates 25% of sales to the international charity WaterAid.

Despite her busy (and oh-so-fabulous) life, Beyoncé told ELLE.com about her newest campaign. There are also two exclusive behind-the-scenes images from the fashion shoot, where legendary photographers Inez & Vinoodh and filmmaker Jonas Åkerlund collaborated with the pop star.

ELLE: Tell us about your experience shooting the campaign for H&M.
Beyoncé: I loved shooting the campaign in the Bahamas. We shot on a beach outside of Nassau and the weather was perfect. The shoot was filled with vibrant colors and was inspired by the glamour of the late '70s.

ELLE: How was it to work with the director Jonas Åkerlund?
Beyoncé: It was incredible to work with Jonas again. We had a great time shooting the TV commercial for the Mrs. Carter Show World Tour, so I was looking forward to working with him again. He has such a great imagination and I love seeing his visions come to life.

ELLE: Where does your own fierce and fabulous style come from?
Beyoncé: Well, thanks for the compliment! I think my style comes from watching my mother from the time I was a little girl. She was so stylish. She was the first person I saw mix high-end pieces with more accessible styles and make it all work. I'm also inspired by my sister ; I love her bold approach.

In the gallery you can find new H&M ads, several behind the scenes photos, as well as scans of H&M Department Book. The collection will be available in stores from May 2nd.

Several H&M ads with Beyonce appeared in Dutch Elle magazine. Check them out in the gallery.

H&M is proud to announce a new partnership for its summer campaign with global superstar Beyoncé. The entertainer, who kicks off her sold out Mrs. Carter Show World Tour on April 15, will appear in television and print ads featuring pieces from the H&M summer collection. The print and outdoor billboards introduce "Beyoncé as Mrs. Carter in H&M”, the idea that all women can be all things: strong, vulnerable, sensual, maternal, fun, flirtatious. The clothing will be available beginning May in H&M stores worldwide and online.

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

“H&M’s summer campaign starring Beyoncé is an epic fantasy, with glamour, drama and also a sense of paradise. It was amazing to watch her on the shoot make it all look effortless – a quality that makes her such an icon for women around the world. The campaign is the essence of Beyoncé, and also the essence of H&M this summer,” says Donald Schneider, Creative Director, H&M.

“In the campaign Beyoncé is wearing the key pieces from H&M you need for life in the sun this summer,” says Ann-Sofie Johansson, Head of Design, H&M. “There’s the perfect bodycon dress, as well as a flowing sun dress that makes a real statement. And of course there are the bikinis, especially the fringed bikini. What makes these pieces even more special is that Beyoncé herself had input into the design, and they are full of her own personal style.”

The summer campaign features swimwear and beachwear pieces as well as a tie-dye bikini from this summer’s H&M for Water collection. 25% of sales from the H&M for Water collection will be donated to H&M for WaterAid. Since 2002, H&M’s initiative with WaterAid has raised £2,650,000.

The campaign images were shot in Nassau in the Bahamas by photographers Inez van Lamsweerde and Vinoodh Matadin, while the commercial was directed by Jonas Åkerlund. The commercial highlights the opposing nature of the four basic elements and will be available to view online in its entirety, with edited versions for TV. The commercial also features a new song from Beyoncé, Standing On The Sun, which will be available worldwide online and hm.com beginning May.

Beyoncé Knowles was spotted wearing a high-waisted bikini during a photo shoot in the Bahamas yesterday. The singer looked relaxed as she lounged on a beach chair with a yellow flower in her flowing hair.

Beyoncé is currently staying in the Caribbean with her family while she works on her photo shoot. It looks like her 1-year-old daughter, Blue Ivy, is along for the trip as well since Jay-Z recently shared a photo of her playing with Uno cards.

Beyoncé is reportedly in the Bahamas with her dancers to shoot a commercial for the summer campaign for H&M. Kimmie Gee posted a message on Facebook about rehearsing for something connected with H&M and Ashley Everett's mother confirmed on Twitter that it is a commercial.

@argirisdrew They are #commercial shooting! #exciting 

— Christi Everett (@christieverett) styczeñ 6, 2013

Beyoncé also added a couple of photos from the beach to her Instagram. Check them out in the gallery!

Beyoncé in House of Deréon Winter 2012 collection shot by famed international celebrity and fashion photographer Jean-Baptiste Mondino. The collection is inspired by the entertainer’s chic yet sexy personal style.

The American pop star is chalking out her schedule to make a trip late this year to promote her fashion line House Of Dereon that has been launched in India on the portal www.rock.in. “Beyoncé is keen to come down. The dates and the cities she will visit are still in the planning stage,” says an insider.

Knowles, on her part, can’t wait to get a taste of the country after her last visit in 2007. “I am glad to showcase my collection to the Indian audience. I am very fond of Indian style, in fact during my last visit, I shopped a lot from India. However, I found the food to be very spicy because of the exotic spices,” she says. Suraj Sharma, CEO of the portal confirms the news and says, “We are excited about the association.”

Beyoncé and Tina Knowles unveil the campaign for their House of Deréon autumn/winter 2012 collection. Shot by famed international celebrity and fashion photographer, Jean-Baptiste Mondino, the images feature the brand’s muse Beyoncé, wearing several key looks from the autumn/winter ’12 collection.

The much anticipated fall/winter collection was inspired by Beyoncé’s historic performance at the Glastonbury Music Festival last year. The autumn delivery is focused around the ‘boho-inspired girl who attends the festival and includes floor length skirts, casual jersey tops paired with denim that is an homage to the alternative rock bands, their music and eclectic sense of style.

For winter, the inspiration is more focused around Beyoncé’s Glastonbury stage look. This delivery features sequined styles and an intensified color palette that uses strong shades of ruby and amethyst ground with black to create a bold, exciting fashion statement that evokes a luxe party theme and speaks to a rocker in all of us.

Brand co-founder, creative director and designer Tina Knowles said, “I am so excited about this autumn and winter ad campaign. The images of Beyoncé are amazing and we had a lot of fun using the festival experience as our inspiration. Like music, fashion has a universal appeal and we look forward to hearing the consumer’s reaction to the new campaign and to the collection.

Stockists include very.co.uk, Lipsy.co.uk, Bank, USC, Next.co.uk, Nelly.com and Amazon.

Beyoncé and Tina Knowles unveil the campaign for their House of Deréon Fall 2012 collection.

Shot by famed international celebrity and fashion photographer, Jean-Baptiste Mondino, the images feature the brand's muse Beyoncé, wearing several key looks from Fall '12 collection.

Fashion retailer Next are proud to present beautiful women's clothing from Beyoncé Knowles' brand, House Of Deréon. The young, fresh and confident SS12 fashion collection at next.co.uk includes ever popular dresses as well as playsuits and tops. Even better, these stylish designer selections can be delivered to you the very next day if ordered before 9pm. House of Deréon is the contemporary fashion collection created and developed by Beyoncé and her mother Tina Knowles. From party dresses to playsuits, the palette of the collection is soft pastels flowing effortlessly from cool mints, warm rusts and nudes to the key colour of SS12 - coral. The details of the season include feminine ruffles, bohemian inspired prints and delicate florals. The infusion of a vintage inspired delivery makes this SS12 season even more trend right! Subtle touches of lace, delicate pin tucks and smocking - perfect for the city streets or the summer festivals. The SS12 House of Deréon collection aims to encapsulate the modern woman; confident, stylish and up to the minute. Tina Knowles, House of Deréon creative director, and her design team travelled extensively in Europe to create a collection inspired by the mysticism of old traditions with the vibrancy of modern cultures. This has been blended with Beyoncé's own individual and charismatic take on fashion - to create the Beyoncé Style with the motto 'Couture.Kick.Soul'. With hundreds of amazing designer brands at next.co.uk, House of Deréon can be found amongst catwalk inspired LK Bennett, Yumi, Firetrap and Lipsy dresses at next.co.uk/branded/womens-house-of-dereon. Don't forget you can get the latest news and competitions by liking Next on Facebook or following @nextofficial on Twitter.