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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