The photos picture the pop star modeling sundresses, short shorts, bikinis and other items from H&M summer stock. The company says the ads were shot in the Bahamas with the intention of capturing the many sides of a woman, showing Beyoncé as strong, vulnerable, maternal, sensuous, flirtatious and fun.
For her part, Bey said the photo shoot's tropical island setting made the experience feel more like a music video than a commercial.
The H&M ads mark Beyoncé's second major campaign, along with her recent $50 million dollar deal with Pepsi. It's also the latest move in Beyoncé's apparent quest for global domination in 2013: Fresh off her performance at the Super Bowl halftime show, the pop star released her self-directed documentary Life Is But a Dream, which scored record ratings for HBO. She'll kick off a global tour in April and is expected to release a new album sometime this year.
Just a few days ago, the singer released a new Hit-Boy produced track on her website, "Bow Down/I Been On," which may appear on her upcoming, still untitled record.