Some people have all the luck. Beyoncé is one of them, switching seamlessly from razzed-up on-stage ferocity to au naturel holiday mom with the greatest of ease. Further proof comes by way of the new H&M ad campaign that she's fronting – in which she’s fresh, modern and smoking hot, obviously.

Click to launch a gallery of the new images, destined for a high street near you. Just don’t let it put you off your bikini shopping.