Beyonce is the new face of H&M
H&M
Beyonce does her thang.
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?
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Katie Sanders foolishly spurned pretty dresses and shoes as a child, tossing new clothes over her shoulder at birthday parties with a totally rude "no, thank you." Her drab days of monocolor outfits are over now, and she certainly knows better than to turn down free stuff. Her wardrobe mixes classic with quirk. Think blazers with statement necklaces, and lots of patterned ballet flats. She can be reached at 850) 224-7263 or 
Kameel Stanley has never encountered a thrift store she didn’t like. Her mother taught her that the true value of clothes isn’t how much they cost, but how many outfits one can create from them. Having grown up in Michigan, she was delighted to learn upon moving to Florida that she almost never needed to wear socks or boots again. There’s a lot of turnover in her closet, and she’s obsessed with dresses, necklaces and wedge heels. She can be reached at (727) 893-8643 or 
A disciple of the little black dress classics school, Letitia Stein stretches her budget by looking for styles with staying power. She lives for 80 percent off shoes at DSW, floral sundresses and bohemian chic tops. She confesses to being a bit of a snob when it comes to handbags and jewelry. She can be reached at (813) 226-3400 or 
From camo pants and construction boots to sundresses, sweaters and sling backs, Keyonna Summers knows how to make all of it rock -- at rock bottom prices. A Detroit native, Keyonna delves into her urban roots to find fashion pairings that give a nod to street fashion while maintaining the class of the modern, professional woman. She believes in searching for affordable clothes that look expensive and can easily be dressed up or down. You won't find plaid shirts or fleece jackets in her closet; the only hiking Keyonna does is to the bargain basement. She can be reached at (727) 445-4153 or 
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