as per riccardo's ig, the f/w15 campaign is about the givenchy family
and bey has collaborated enough with the givenchy maison to be called so
so it could fit with her donning the campaign along donnatella and other names.

and the run thing was so funny guys.

It has to be for her new project/album.
Givenchy is going to show a new collection soon, why would they be promoting this one now?

fashion operates in a different way music does.
every collection for every brand goes along a campaign. it attracts people to the clothes.
fall campaigns are being shot around this time (not terribly sure about this but if prada just released the pre-fall ads it has to mean something)
bey and donnatella being shot around this time i'd guess is ok/along the lines of what riccardo might be planning.
if resort/menswear/spring collections are coming up it just doesn't mean anything to the point.you still have to promote the fall collections.