I used to think that Beyoncé had a pretty good handle on her image. She's shown above, glamorous in H&M's new summer advertising campaign - just as her single, Bow Down, marks a tasteless turn in her image. As the Telegraph said, "Say what you will about Beyoncé, this is a woman who throughout her phenomenally successful singing career, has nailed the powerful, sassy superwoman act down to a tee. So much so, that none other than Barack Obama hailed her as being the perfect role model for his two daughters." I wonder if he would say that today.
One could not miss the news this week that she is now calling herself "Mrs. Carter" in a bow to her subservient marital status. In Bow Down, she sings, "I know when you were little girls/You dreamed of being in my world/Don't forget it, don't forget it/Respect that, bow down, b**ches," with the refrain “bow down, b**ches” aggressively and tediously repeated throughout her song with a message. It's a message that could backfire on her - at least with her older admirers, like me, who thought of her as a classy, independent woman who sang the right message for young, "single ladies." I am very disappointed in her. She's certainly no longer a Gucci-type gal.
I'm glad I don't have children. Raising kids today is a challenge. Our society seems to hold out celebrities like these as role models. Beyoncé and Bieber have been cited frequently as worthy idols. LiLo could have stayed on that track, but she jumped off the train long ago.
Back to my original blurb/rant. Beyoncé's H&M campaign will be prominently featured during her upcoming world tour. In the print advertisements and billboards, she will be referenced as, “Beyoncé as Mrs. Carter in H&M.” Known for its edgy corporate branding, is H&M putting its stamp of approval on her message or just her look?
Photos courtesy of WWD, Justin Bieber, and Vanity Fair