Beyonce 'Standing On The Sun': Singer Goes Brunette for H&M (VIDEO)

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(PHOTO) Youtube: beyonceBeyonce in new H&M commercial

Beyonce appears in a new promo video for Swedish retail company H&M (Hennes & Mauritz) and fans are in awe of the singer's new look.


The 31-year-old Grammy award-winning singer goes from platinum blonde to brunette in the high energy 1:31 minute clip for her new single "Standing On The Sun." She is seen singing to a calypso beat and dancing on a beach while dressed in a series of unique H&M ensembles.

"I can't deny/your desire/feel like I'm on fire/when you touch me/I feel the flame baking up my feet, ohhhh," Beyonce sings in the video reportedly directed by Jonas Akerlund.

While the drastic change in hair color appears to be temporary, fans flocked to social networking site Twitter where some urged the singer to make the change permanent.

"Wow Bey looks stunning in new h&m ad! Definitely needs to stick with dark hair, brings out her natural beauty," Ceeci tweeted.

"My girl did her thing...Beyonce definitely rocked that H&m commercial. I like her blond but love her dark. Keep the look boo," Tresta tweeted.

"Beyonce suits the brown hair but blonde hair gives her the xfactor. This H&M ad is on point. Not too sexy, not too long...perfection," Marla tweeted.

In March Beyonce, who is also a brand ambassador for Pepsi, announced her decision to collaborate with the global clothing giant. She will be featured in a series of upcoming advertisements as the new face of H&M.

"I've always liked H&M's focus on fun and affordable fashion. I really loved the concept we collaborated on to explore the different emotions of women represented by the four elements - fire, water, earth and wind. It was a beautiful shoot on a tropical island," Beyonce said in a statement.

Beyonce reportedly added her own input into designs for H&M's high summer 2013 collection.

"What makes these pieces even more special is that Beyonce herself had input into the design, and they are full of her own personal style," said Ann-Sofie Johansson, head of design at H&M.