Global pop star Beyoncé is the new face of Swedish fashion retailer H&M and will appear in television and print ads for the retailer.
The ads will introduce her as “Beyoncé as Mrs Carter in H&M”. Carter is the surname of her husband Jay-Z.
Beyoncé is set to promote its summer collection. She follows other famous faces, such as Cindy Crawford, Kylie Minogue and Gary Oldman who have modelled for the retailer.
Knowles said: “I’ve always liked H&M’s focus on fun, affordable fashion. I really loved the concept we collaborated on to explore the different emotions of women represented by four elements – fire, water, earth and wind.”
She kicks off her sold out Mrs Carter Show World Tour on April 15.
The news comes after H&M blamed snow storms and the economy for its 3% like-for-like sales drop between December and February. H&M does not break out figures for the UK.