Lana Del Rey’s creepy, low-lit ad for H&M hit the web this weekend and, naturally, everyone has been quick to point out its “Lynchian” qualities. The short clip’s noir, discomfiting mood – and likeness to the filmmaker David Lynch’s canon – is enhanced by Del Rey’s doleful cover of Bobby Vinton’s 1963 dewy-eyed prom song “Blue Velvet.”
In the commercial, Del Rey appears chillingly mannequin-like as one of her favorite Americana personalities, a lounge singer. She croons the song while wearing a pink angora sweater and leggings in front of an audience of waxen people who dab their eyes with hankies. Nearby, three equally emotionless clones of Del Rey sit on a velvet sofa in matching sweater-and-skirt combos. The singer pouts her way through a hypnosis session and a mysterious phone booth call, surrounded by action but never reacting. She remains unfazed throughout the clip, making it feel darkly humorous (and very self-aware). As a little man runs by at the end and pulls the power supply, silencing her, she finally appears in on the joke and cracks a (muted) smile.
Watch Lana Del Rey’s H&M commercial below: