Lana Del Rey for H&M A/W 2012

Lana Del Rey announced as the global face and voice of H&M from this autumn.

Highstreet giant H&M have enlisted the talents of the media’s latest darling/whipping girl Lana Del Rey to promote their Autumn Collection, with a global tv campaign and full-length music video out in September…

Love her or loathe her, Ms. Del Rey’s brand of Hollywood glamour has had a massive impact on the fashion world over the last year with even mega-brand Mulberry naming one of their IT bags after her (the Mulberry Del Rey). She’s now set to take on the world of highstreet fashion with a new deal with H&M to be the face and voice of their Autumn/Winter collection.

Lana will star in a print campaign shot by Inez van Lamsweerde and Vinoodh Matadin, as well as a full-length film of Lana singing a cover of “Blue Velvet”, shot by director Johan Renck. The vid will be available to see in full at hm.com from September 19, with edited versions used as TV campaign. Lana will also star in a second print campaign later in the season, shot by Sølve Sundsbø and featuring H&M’s winter range.

“Lana is totally unique, and we wanted to create a print and film campaign that’s just as special. The mood is very L.A. noir and is inspired by our Fall collection, which also fits with Lana’s own personal style. The commercial that accompanies the campaign is like a mini-film, with a fantastic plot and Lana performing a cover of “Blue Velvet”. There’s never been a TV commercial that’s looked anything like this.” – Donald Schneider, Creative Director, H&M.

Michelle for stylesiren.ie
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