Lana Del Ray is confirmed as the new face of H&M

H&M have confirmed that Lana Del Rey will be the global face of H&M’s autumn’s advertising — with a second campaign planned for winter.

The rumours first surfaced at the end of last month when the New York Post reported a source as claiming Del Rey was in the process of shooting with the Swedish brand.

“The mood is very L.A. noir,” said Donald Schneider, H&M’s creative director. “It’s inspired by our fall collection.” Looking like a Fifties screen siren in one ad — the print campaign was photographed by Inez van Lamsweerde and Vinoodh Matadin — Del Rey wears a pale pink angora blend sweater. Del Rey performed a cover of “Blue Velvet” for a minifilm that will be released on hm.com on Sept. 19 and subsequently distributed globally. Edited versions will be used as TV commercials.

Lana Del Ray released her first album back in January, Mulberry have already named a handbag after the singer and she was signed in January by Next modeling agency and she landed on the cover of Vogue in March. The H&M campaign is her first modeling job.

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