The 31-year-old singer is featured in H&M's new ad campaign, announced by the retailer Thursday. Mrs. Carter, as she's called in the ads, is seen lounging on a beach wearing a sundress, short shorts, a bikini and other key items from the summer collection.
H&M says the ads, which were shot in the Bahamas, aim to capture the many sides of women, showing Beyonce as strong, vulnerable, sensual, fun, flirtatious and maternal.
Beyonce said that thanks to the tropical island setting, she felt more like she was shooting a music video than a commercial.
She and her husband, Jay-Z, whose real name is Shawn Carter, have a year-old daughter, Blue Ivy.