Beyoncé Knowles—surely one of the world’s most famous people—partnered with the world’s most famous fast fashion brand H&M (Hennes & Mauritz) to create a brightly colored swimwear collection that is now available at Lincoln Road Mall where a portion of the proceeds will be donated to sustainable water projects around the globe. Currently promoting her Mrs. Carter Show Tour, the former member of Destiny’s Child is now mother to Blue Ivy Carter (a very famous baby) and wife to Jay Z (a very famous husband who is rolling out his own Summer of Love Tour with Justin Timberlake – a former member of N’Sync). What all this celebrity means to marketing fashion is happily referred to in retail circles as “Brand Synergy.”
The successful Swedish retailer invested millions of dollars transforming an iconic Art Deco Lincoln Theater into a flagship shop on Lincoln Road Mall earlier this season and promised at the opening to feature all important fashion collections and design collaborations at their first South Beach location. Launching a massive summer promotional campaign tied back to an important celebrity like Beyoncé makes for very big business as it promotes the kind of brand recognition that H&M hopes will be a “win-win” for both the store and the singer’s world tour. Two major cultural forces work together to bring about a tidal wave of financial awesomeness!
Joining forces with pop icons is nothing new for the brand which has garnered lots of positive press and attracted millions of celebrity-conscious shoppers in recent years with clothing lines crafted in partnership with Madonna, Karl Lagerfeld, and singer Kylie Minogue. The massive video screens that are the focal point of the Lincoln Road shop are running lavishly produced music videos featuring Beyonce singing and dancing in a variety of looks from the H&M summer collection while a beachy breeze sweeps the signature tie dyed print fabric up and around her body. The combined effect of celebrity skin, rhythmic music and exotic seaside locations filling the entire wall of the Lincoln Road shop is absolutely dazzling!
See the entire “Mrs Carter in H&M” summer collection at the H&M store located at 541 Lincoln Road on Miami Beach while supplies last.