10:40 am - 04/29/2013

Beyoncé in H&M Summer Collection 2013 - Behind The Scenes

The short film (aka music video) shows the sheer size of the team working on the shoot - and gives an insight into the complex set production and last-minute push to get everything ready in time ("I have to learn the choreography in five minutes," says Beyoncé).

"It's incredibly unique to have Beyoncé for a campaign. It doesn't get bigger than that. Of course we have to do something which excites her as well as us," explained Donald Schneider, H&M creative director. "We have a fantastic creative team who came up with this idea to incorporate the elements; earth, wind, fire and water - to create drama and make something just visually stunning."

"She's excited about it and seems really happy. It's kind of a magic moment for all of us," said Schneider. "I don't think fashion has ever been shown this way."


"Standing on the Sun" has grown so much, I'm starting to like it better than Grown Woman. My friends and I have decided to imitate this video during our Memorial Day weekend beach trip. 
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grandmascorner 29th-Apr-2013 02:51 pm (UTC)
ugh i wanna go to the beach ;_;
smolderhotter 29th-Apr-2013 02:53 pm (UTC)
gorlplz 29th-Apr-2013 06:01 pm (UTC)
oltschi 29th-Apr-2013 02:55 pm (UTC)
It is not physically possible to be so pretty. IT. IS. NOT.
radarhorse 29th-Apr-2013 03:44 pm (UTC)
mte im so jelly
sarahvma 29th-Apr-2013 02:56 pm (UTC)
I hate the way she throws her hips back in every video/photoshoot since giving birth. It looks really awkward.
roguewave3 29th-Apr-2013 02:59 pm (UTC)
I'm not sure I understand what you mean.
sarahvma 29th-Apr-2013 03:02 pm (UTC)
She's not standing straight-on, she's angling her hips backwards to elongate her stomach:

(putting as links because the pics are huge):



roguewave3 29th-Apr-2013 02:57 pm (UTC)
Her stomach looks so different after having Blue. I can't exactly put my finger on it. Maybe she's wider or something. Her torso seems shorter.

Regardless she looks great despite the ugly clothes they have her in.
aaameeting 29th-Apr-2013 03:03 pm (UTC)
She never gave birth. Stop.
roguewave3 29th-Apr-2013 03:05 pm (UTC)
ediesedgwick 29th-Apr-2013 03:19 pm (UTC)
tummy tuck and lipo imo
sarahvma 29th-Apr-2013 03:58 pm (UTC)
Pregnancy can literally shift your organs and expand your abdominal muscles. It's why most women lose their waist.
silly_izzy_me 29th-Apr-2013 05:24 pm (UTC)
most women's stomachs look different after having a baby, jfc are you stupid?
vvalerie123 29th-Apr-2013 02:58 pm (UTC)
I gotta say lately I have not been digging the H&M designs but I really think their stuff has amazing quality for the price you're paying. Like I have clothes I got from there years ago and it still looks so good and things last me for a really long time.
phallus 29th-Apr-2013 03:00 pm (UTC)
I agree. Bey makes this shit look good but on a regular person, it will not look the same.
vvalerie123 29th-Apr-2013 03:08 pm (UTC)
She can wear anything and still look stunning tbh. This whole campaign is giving me Baby Boy vibes and I remember when I obsessed with that video and when she had the curls and the part where she was like rolling around in the sand..so perfect.
sarahvma 29th-Apr-2013 04:01 pm (UTC)
Really? I'm disappointed at how much they seem to have gone downhill quality-wise in the last few years. About 5-6 years ago, their stuff was amazing. Now it feels really cheap.
jazzypom I went off H&M a few years ago... because their shirts didn't have straight seams29th-Apr-2013 04:05 pm (UTC)
They must have found another source because the stuff is much better. They even have a sports wear line now that's comparable to the more expensive ones.
phallus 29th-Apr-2013 03:01 pm (UTC)
I love Lana's too! It was so hauntingly beautiful but we can't compare these two campaigns.
kwikimart 29th-Apr-2013 03:01 pm (UTC)
roguewave3 29th-Apr-2013 03:04 pm (UTC)
I prefer this one.
nullteiler 29th-Apr-2013 03:17 pm (UTC)
the guy with the beard is so freaking hot!
ediesedgwick 29th-Apr-2013 03:21 pm (UTC)
I like this better
bangorilla 29th-Apr-2013 03:37 pm (UTC)
ohwutevernvm 29th-Apr-2013 03:38 pm (UTC)
wow not a Lana Del Rey fan, but I think I like this. I really enjoyed her song in The Great Gatsby soundtrack and that was the only thing I actually like from her. I'll take this and Amy's over Beyonce's cover song, tbh.
grandmascorner 29th-Apr-2013 03:53 pm (UTC)
Even this queen couldn't make me shop at H&M </3
williexwhip 29th-Apr-2013 04:53 pm (UTC)
Most boring song on the album though.
aaameeting 29th-Apr-2013 03:00 pm (UTC)
kwikimart 29th-Apr-2013 03:00 pm (UTC)
"Standing on the Sun" has grown so much, I'm starting to like it better than Grown Woman. My friends and I have decided to imitate this video during our Memorial Day weekend beach trip.

LMAO! I love this, I would too
phallus 29th-Apr-2013 03:03 pm (UTC)
Oh yeah, we're totally doing it! Just like how we re-shot Mariah's "Auld Lang Syne" video as an Xmas gift to our FB friends last year. ^_^
kwikimart 29th-Apr-2013 03:40 pm (UTC)
Omg! That's so cute!

I wish I could see it but anyway, sounds like a lot of fun
itsplasticlove 29th-Apr-2013 03:02 pm (UTC)
standing on the sun is actually my jam, i can't wait for the full song so I can blast it in the car with my windows down <3
kwikimart 29th-Apr-2013 03:03 pm (UTC)


I love the four elements theme of the vid
jazzypom It's great gif29th-Apr-2013 04:06 pm (UTC)
But Lord, the stuff does not look that good in real life. Sad.
fabouluz 29th-Apr-2013 03:04 pm (UTC)
phallus 29th-Apr-2013 03:20 pm (UTC)
It must be so hard watching Beyonce succeed. Plus Kylie is awesome so I don't see your point.

Edited at 2013-04-29 03:20 pm (UTC)
lestat 29th-Apr-2013 03:30 pm (UTC)
how's your tag alert working for you
kwikimart 29th-Apr-2013 03:44 pm (UTC)
sarahvma 29th-Apr-2013 04:05 pm (UTC)
I'll never forgive Kylie for that Doctor Who episode.
montygail 29th-Apr-2013 05:49 pm (UTC)
I keep wondering if the people at H&M forgot that they did this exact same shoot already....
ponpiri 29th-Apr-2013 10:44 pm (UTC)
She should have.
rainbowren 29th-Apr-2013 03:10 pm (UTC)
Flawless, and I'm loving Standing on the Sun :)
radarhorse 29th-Apr-2013 03:46 pm (UTC)
it sounds so sexy and the instrumental is great imo, i need it in my ipod so bad :((((
sunredskyblue 29th-Apr-2013 03:10 pm (UTC)
we still don't have an h&m in my dusty city
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