‘We were looking for a style icon and singer to model our fall collection and so Lana Del Rey was the perfect choice,’ H&M PR Manager Chloe Bowers said. ‘We think she shows our fall fashion in a very inspiring way.’
Inez van Lamsweerde and Vinoodh Matadin’s photographs depict Del Rey in full retro smoulder, wearing a powder-pink angora-blend sweater and pale peach shorts.
Del Rey also recorded a video as part of the campaign. In the video, to be released on hm.com on 19 September, she sings ‘Blue Velvet’ and models the AW12 collection.
‘The theme of the campaign is a modern and feminine woman with a soft attitude,’ Bowers added. ‘Curves and waist are important in autumn’s silhouette.’
Del Rey already boasts a Mulberry handbag to her name, but the H&M job is her first modelling job since signing with Next.