H&M announced today that the classically beautiful songstress Lana Del Rey will be the new model for their fall campaign. WWD unveiled the retro-looking ads, which show the singer in a pale pink angora sweater, peach pants, faux-diamond chandelier earrings and big hair. "The mood is very L.A. noir," said Donald Schneider, H&M’s creative director. "It’s inspired by our fall collection."
The "Video Games" singer – who already has a Mulberry handbag named after her – was shot by renowned photography duo Inez van Lamsweerde and Vinoodh Matadin. "We were looking for a style icon and singer to model our fall collection and so Lana Del Rey was the perfect choice," Chloe Bowers, H&M Public Relations Manager, told Grazia Daily this morning. "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 colors include powder tones and accessories in wine red."
According to Grazia, Lana also performed a cover of "Blue Velvet" for a mini-film that will be released on H&M's website on September 19th.