Sultry songbird Lana del Rey is the campaign model for H&M’s autumn and Christmas advertisements. The always coiffed and glamorous del Rey seemed the flawless fit for the company’s needs. PR manager Chloe Bowers discusses the decision: “We were looking for a style icon and singer to model our autumn/winter 2012-13 collection and Lana Del Rey was the perfect choice. We think she shows our fall fashion in a very inspiring way. The theme of the campaign is a modern and feminine woman with a soft attitude. Curves and waist are important in autumn’s silhouette.” Along with the ad campaign, Lana will be featured in a television ad for the company. A recording of the 1950s classic Blue Velvet will augment the short film ad. The film’s release date is set for September 19th.
Del Rey looks retro-fabulous in the dusty pink angora sweater and silk micro shorts of the promotional photos. She, of course sports her trademark cat-eye liner and voluminous hair. Donald Schneider, H&M’s creative director told WWD that the ambiance of the fall collection “is very L.A. noir.”