26-year-old Lana del Rey has had quite a year! Since dropping her debut album in January, the singer has shot into stardom.
The singer was picked by H&M to appear in their fall ads. The campaign, which launches in September, shows their new collection – which they hope will “inspire” their customers.
Chloe Bowers, H&M PR Manager, said: ‘We were looking for a style icon and singer to model our fall collection and Lana Del Rey was the perfect choice.
‘We think she shows our fall fashion in a very inspiring way.’
Lana will star in Press ads and a commercial for the brand, which reported a 20 per cent rise in quarterly profits following ‘very strong sales’ of its spring collection.
Director Johan Renck came up with the idea that Lana should record the song ‘Blue Velvet’ for the commercial.
The theme of the campaign is a modern and feminine woman with a soft attitude.
Curves and waist are important in autumn’s silhouette, with a focus on knitwear and tweed, the store says.
Colours include powder tones and accessories in wine red.
‘The mood is very LA noir,’ Donald Schneider, H&M’s creative director, told WWD.
I’m torn on these ads. I love the clothes, and even the pictures, but I’m not sure how I feel about Lana as the model. Ok, maybe it’s just her hair I’m not so sure about.
What do you guys think?