Beyoncé appeared in H&M's 2013 summer campaign and collaborated with the retailer on a clothing collection.
The campaign presented Beyoncé in swimwear and summer clothing, with imagery inspired by the four elements: earth, water, fire, and wind. The partnership combined H&M's seasonal retail promotion with the global visibility of one of the world's best-known recording artists.
It is sometimes confused with H&M's earlier celebrity collaborations involving Madonna and Kylie Minogue, or with Beyoncé's later fashion ventures under her own brands. Those were separate campaigns and business projects.
The 2013 partnership illustrates how H&M used music and entertainment personalities alongside fashion designers. Beyoncé's public profile helped the campaign reach audiences beyond people who primarily followed fashion-industry news.