Tuesday, July 17, 2012

Lana Del Rey is the new face of H&M

Lana Del Rey will be the global face and voice of H&M this fall, the clothing company announced Tuesday.

Lana will star in a print campaign shot by Inez van Lamsweerde and Vinoodh Matadin, as well as a full-length video of Lana singing a cover of “Blue Velvet,” shot by director Johan Renck.

The new Del Rey video will be available on September 19, with edited versions used for a TV advertising campaign. Throughout, Lana will be wearing the best of H&M’s Fall fashion line.

Lana will also star in a second print campaign later in the season, shot by Sølve Sundsbøand featuring the best of winter fashion.

“We are excited to have Lana Del Rey, the new star and style icon, as the face of our fall campaign,” said H&M Creative Director Donald Schneider. “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.”

Del Rey continues to tour in support of her debut album, “Born To Die.” She is currently playing a series of dates in Australia that will wrap up by the end of the month.

* photo courtesy of H&M

Lana Del Rey Lana Del Rey

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