Lana del Rey for H&M: Singer announced as the new face of the high street brand
15:17 GMT, 17 July 2012
Lana del Rey has been welcomed into the fashion world with open arms. The star has been signed up by Next modelling agency, has seen her backcombed hairstyle go mainstream, and had luxury design firm Mulberry name a bag after her. She has even made it onto the cover of British Vogue.
And now the 26-year-old singer and songwriter will grace the latest campaign for high street chain H&M.
The autumn campaign launches in September and shows the latest collection, which they say they hope will 'inspire' their customers – as well as offer them quality fashion at a good price.
Lana del Rey as the new face for H&M, the brand believe she showcases their fashion in a very inspiring way
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
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.
'It's inspired by our fall collection.'
In the photoshoot, which was shot by Inez van Lamsweerde and Vinoodh Matadin, Del Rey – real name Elizabeth Grant – wears a pale pink angora jumper and matching trousers with her hair in its trademark bouffant.
Rumours first surfaced at the end of last month that Lana would front the autmun/winter campaign, when the New York Posts' Page Six reported a source as claiming Del Rey was in the process of shooting with the Swedish brand.
The star has been welcomed into the fashion world, and often takes a front row seat like here at the Mulberry show at London Fashion Week – holding the Del Rey bag designed in her honour
The star, who released her debut album in January this year, has seen her profile rocket ever since.
Earlier this year, Lana admitted that having a Mulberry bagged named in her honour was a dream come true.
She said: 'I love the design, it's a perfect mix between old school Hollywood and contemporary style. It's an honour that such a classic and prestigious brand would name a bag after me.'
However, the H&M gig is her first partnership modelling for a clothing brand.
Del Rey has also recorded a cover of Blue Velvet for a short film that will be released on September 19 via hm.com.
It's another coup for H&M who are already gearing up for forthcoming collaborations with Maison Martin Margiela and Anna Dello Russo, both of which are set to arrive in stores later this year.