Beyonce’s new H&M commercial features bikinis, wigs & sand: dated or cute?

Last week, we saw the images from Beyonce’s new collaboration/endorsement deal with H&M. She’s the face of their summer collection, and she stars in a print and commercial campaign which has already launched. We saw the print ads already, as I said, and now the first commercial has just dropped. Like the print ads, this is set in the Bahamas, and Beyonce writhes around singing one of her new songs, “Standing on the Sun”. The commercial was directed by Jonas Akerlund, a long-time music video director, and that’s what the commercial feels like: a really bad, really dated music video. Like, it reminded me of a Jennifer Lopez music video from 2001. Here’s the video/commercial:

When we were looking at the print ads, I complained at the time that “These photos look like they’re from a Hawaiian Tropic campaign.” The whole thing just seems very budget, so you’ve got to wonder how much money H&M really spent on this mess. Did they have a decent budget and Beyonce just decided to blow it all on wigs? Because OMG, the hair situation is a disaster. The long blonde weave/wig (who can tell at this point?) was bothering me, but then she starts in with the black-haired wig and you can tell that she wants to go back to the blonde one.

Something nice: her body looks great. Too bad this whole thing feels like a really crazy Saturday Night Live parody.

Ads courtesy of H&M.

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41 Responses to “Beyonce’s new H&M commercial features bikinis, wigs & sand: dated or cute?”

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  1. Eve says:

    These pictures…she REALLY wants us to see her armpits, non? I’ve never seen anyone that proud of their armpits like Beyoncé.

  2. dorothy says:

    Ugh. Her again?

  3. Diva says:

    Her look is so tired. She needs to do something different.

    • Dutchy says:

      She just looks awfull! I normally love her look and find her to be super pretty, but this is the worst! Her body looks amazing, but those wigs? Especially the black one, what an ugly fake monster on her head.

      And the video is super dated too and belongs to the late 90′s!

  4. lucy2 says:

    Budget. How gauche for a “living legend”.

  5. Daahling says:

    She looks great! I wish my abs looked like that *sips latte bites more croissant*

  6. RHONYC says:

    she did this already in her ‘Baby Boy’ video like a decade & 15lbs ago.

    i’m feeling a Rihanna ‘If it’s lovin’ that you want’ video vibe too.

    am i the only one that thinks that in her original brunette hair color she is entirely underwhelming and needed to the blond wigs to become something?

    jussayin. :-(

    • gogoGorilla says:

      I think the problem is the dead-looking face. Too much Botox. Plus, what’s with the constant posing? If she was moving around normally this wouldn’t look so weird.

      Also, I immediately thought of Chris Isaac’s video for “Wicked Game” when I saw this. This has been done a million times. Way to be innovative, Mrs. Carter!

  7. Christian says:

    Can’t stand this woman anymore. I literally change the channel when I see her and turn off the radio when I hear her.

  8. Jenny says:

    I think the clothes and styling is sort of cute, even if it is a little Hawaiin Tropic-y. Her body looks great.

    Now I’m done with the niceties. I’m very confused as to why this is an ad for clothing. I would never have guessed, even with the H&M at the end, if I hadn’t already known (would have just thought they provided the clothes for her music video or something).

    • Hakura says:

      Completely agree. I honestly sat there & thought “…Ok, so when is the ‘commercial‘ gonna start?

      Just woulda thought it was a sucky over & under-done music video, crediting H&M for providing the wardrobe at the end.

  9. Her body is INSANE! She looks better with a little bit darker hair (like honey/caramel brown) but she looks better with the blonde hair than the black IMO

  10. janie says:

    She is beautiful.. I’m tired of seeing her.

  11. Jess says:

    Yep, that video is totally J.Lo in her Love Don’t Cost A Thing days. I’m actually surprised Beyonce let the clip be released, she’s usually so desperate to look like she’s ahead of the curve and this is just so dull and dated.

    She looks good with black hair though. They should have done the photo shoot with that wig, at least it would be a different look for her.

    • Nev says:

      Love Don’t Cost A Thing.

      banging video.good times.

    • Hakura says:

      I thought she might be going for a slightly ‘Latina’ look, with the black hair. Makes her look like a different person, which of course is always a good thing…

  12. Stella says:

    Budget & busted.

  13. cloud&feather says:

    She looks kind of non-descript with the black hair. For a second, I thought it was Tisha Campbell.

  14. sdf says:

    wow, you haters!! I think she looks beautiful, and I really like the summery feel and the song! She’s far from dated, her new world tour is da bomb! No reason for hate

    • Veruca says:

      No reason for hate?

      Have you ever read any other articles about this person? Like, ever? There’s too many reasons to list!

      So… she’s pretty. Great. Everything else about her is repulsive. Her looks aren’t enough to like her anymore. She needs to go away.

    • nuzzybear says:

      I don’t hate her as much as I am tired of her. The artists with real staying power and appeal are the ones that let us experience something different with each new album.

      The experience that Beyonce allows us is always highly controlled, always the same type of beautiful. When you don’t cultivate a sense of curiosity of what she musical style will try or how she will look next, people get bored. Enough already.

    • Hakura says:

      @sdf – This is not putting you down, just a genuine response.

      Honestly, is her ‘beauty’ enough for you? Because it isn’t enough for her, & hasn’t been in at least 10 years. She’s taken every even slightly African American feature on her face & changed it entirely (several times over the years), all to make her appear more Caucasian. I can’t say if it’s makeup, but she appears to have lightened her skin as well.

      Yes, it *is* her body, & she can do what she wants to it. But:
      A.) She denies it every time, no matter how stupidly obvious it is. If you’re going to do something like that, you need to own it.
      B.) She’s always been one to talk about how Black women should be *proud* of their beauty, how she is. Yet, how beautiful could she have believed those features are, if, at the first chance, she started eliminating them?

      What sort of example does she set for those she pretends to have something in common with?

  15. Mandy says:

    Does she not knoq another pose? Mix it up, Bey! I’m ashamed to admit that I really love that tye dye bikini with the long scarfy thingamajiggers in the commercial. That was kinda cool.

  16. annie says:

    The commercial is as boring and narcissistic as all of Beyawnce’s music is now. Why does that girl think all we want to do is stare at her body? She has got to be one of the most self-absorbed celebrities ever.

  17. nuzzybear says:

    Rihanna would have done it better.

  18. k says:

    Even taking photoshop, plastic surgery, dieting and exercise into account, I’m still not sure that’s the body of someone who gave birth not too long ago.

  19. wellsie says:

    in these pics, and a lot of other shoots, it looks like she is standing pressed up a wall to manipulate her hips/thighs. kinda press them up and out… god I need a new hobby.

    • Lulu.T.O. says:

      Trims the saddlebags and leans out the inner thighs. Maybe they actually touch at the top when she stands like a peasant (horrors).

  20. CatJ says:

    She looks like Jada Pinkett Smith when she has the black mop on her head.

  21. Bella says:

    Sounds like we are tired of her!
    Baby Blue-Jay looks JUST LIKE DADDY!

    • Hakura says:

      Oh God. That’s exactly what were praying wouldn’t happen, for her sake, that she would look like Momma B. (Look how she really looks, not the unrecognizable wanna-be caucasian mess she is now.)

      Do you have a link?

  22. cw says:

    she looks puffy and mushy
    like sh’es drinking too much and trying too hard bc she’s having issues with her hubby