Critics: Beyonce is under fire for being the face of  clothing giant H&M as more damaging allegations emerge about conditions its workers endure overseas

Popstar Beyonce is under fire for being the  face of clothing giant H&M as more damaging allegations emerge about  conditions its works endure overseas.

The singer signed a multi-million dollar deal last year to be the face of the high street label’s summer swimwear  collection.

But the 31-year-old has been criticised for continuing to represent the clothing giant as damaging revelations emerge about  its suppliers in Asia.

Director of the Institute for Global Labour  and Human Rights Charles Kernaghan told Star that  working conditions at two factories he had audited in Bangladesh that produced  H&M clothes were ‘ridiculous.’

‘There was child labor, people were being  beaten, cheated of their wages — and wages were very, very low,’ Mr Kernaghan  said.

H&M is the largest single buyer of  Bangladeshi garments and imports about $1.5 billion (around £9.4million) of  readymade clothes from the country, according to trade officials.

Mr Kernaghan claimed  there was sexual harassment in the sweatshops, as ‘male supervisors would  constantly press young  women to have sex with them.’

Fair Trade Campaigns Director for  Green  America Elizabeth O’Connell believes the singer, who gave birth to daughter Blue  Ivy last year, should have taken a stand when the revelations  emerged.

‘Beyoncé has more power than she knows … she could  have agreed to continue only if H&M agreed to change the  working conditions  of its overseas garment factories, Ms O’Connell said.

‘Celebrities should look past the dollar  signs and become aware of what  the company is actually selling.’

Damaging: The 31-year-old has been criticised for  continuing to represent the clothing giant as damaging revelations emerge about  its conduct in Asia

Campaign: The print and outdoor billboards introduced  Beyoncé as ‘the idea that all women can be all things: strong, vulnerable,  sensual, maternal, fun, flirtatious’

Last week 23 workers were injured in a  partial building collapse in Cambodia at a factory which produced H&M  garments.

Europe’s second-biggest clothing retailer said the  garments were produced at the factory without its knowledge or  approval.

It issued a statement saying ‘Our  investigation has revealed that H&M garments have been produced in the  mentioned unit. This has been done without our knowledge by a supplier which is  approved by H&M. This is not acceptable, since we have a clear policy that  all production has to take place in units approved by H&M.

H&M has met with the supplier and we have  met with the factory Top World Garment. We have demanded our supplier to fulfill  their responsibility, and the supplier has agreed to take full responsibility  for the affected textile workers’ situation.’

Low-cost labour has attracted manufacturers  making clothes and shoes for Western brands but strikes over pay and working  conditions have become common.

This month, two workers in Cambodia were  killed at a factory making running shoes for Asics when part of a warehouse fell  in on them. Police revised down the original death toll of three given by a  minister.

Focus: A series of deadly incidents at factories in  Bangladesh, including the collapse of a building last month that killed more  than 1,000 people, has focused global attention on safety in factories in Asia  makes goods for Western companies

Poor conditions: Members of a rescue party search  through rubble after thirteen workers were injured when a shelter at a Chinese  garment factory collapsed

Reduced to rubble: Rescue workers and soldiers search  through the site of the accident in a shoe factory in the Kong Pisei district of  Kampong Speu province, 30 miles west of the capital, Phnom Penh on May  16

A series of deadly incidents at factories in  Bangladesh, including the collapse of a building last month that killed more  than 1,000 people, has focused global attention on safety in factories in Asia  makes goods for Western companies.

Today H&M CEO Karl-Johan Persson spoke to  Metro about  its operations in Bangladesh:

‘The factory collapse was horrific, but our  code of conduct bans use of factories in residential areas, so this was not a  H&M supplier. But we’ve been working to improve conditions in Bangladesh for  a long time. You can never be 100% sure. Accidents happen in Sweden, too.’

He said that the chain has 100 full-time  inspectors who travel around to their suppliers to make sure they adhere to our  code of conduct including issues such as building safety, fire safety, wages,  overtime pay.

‘Our inspectors make thousands of announced  and unannounced visits every year. The major change with the agreement is that  we join up with other buyers, with trade unions and with the  government.’

Garments made up $19 billion (around   £11.9billion) of Bangladesh’s total exports of $24 billion (around  £15billion)  in the year ended in June, 2012, according to government  data.

Mail Online has contacted H&M for comment.

Read more: DailyMail