Lana Del Rey H&M

H&M on Monday confirmed that Del Rey will indeed be the global face of H&M’s fall advertising – with a second campaign planned for winter.

 Speculation about indie chanteuse Lana Del Rey fronting H&M’s fall fashion campaign reached a fever pitch in June, but the Swedish retailer has remained mum on the subject. Until now.

H&M on Monday confirmed to WWD.com that Del Rey will indeed be the global face of H&M’s fall advertising – with a second campaign planned for winter.

Del Rey’s retro look – Sixties-inspired mini-dresses and long “ironed” hair has invited comparisons to Priscilla Presley’s early days with Elvis. It has not gone unnoticed by the fashion industry. Mulberry named a handbag after the singer and she was signed in January by Next modeling agency; Del Rey landed on the cover of Vogue in March. The H&M gig is her first modeling job.

“The mood is very L.A. noir,” said Donald Schneider, H&M’s creative director. “It’s inspired by our fall collection.”  Looking like a Fifties screen siren in one ad – the print campaign was photographed by Inez van Lamsweerde and Vinoodh Matadin – Del Rey wears a pale pink angora blend sweater.

Del Rey performed a cover of “Blue Velvet” for a minifilm that will be released on hm.com on Sept. 19 and subsequently distributed globally. Edited versions will be used as TV commercials.

SOURCE: WWD

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