The fashion chain announced that Lana will star in a print campaign shot by Inez van Lamsweerde and Vinoodh Matadin, as well as a full-length film of Lana singing a cover of “Blue Velvet”, shot by director Johan Renck.
This fully-plotted music video starring Lana will be available to see in its entirety at http://www.hm.com from September 19, with edited versions used as a TV campaign. Throughout, Lana will be wearing the best of H&M’s A/W12 fashion in her own inimitable style. Lana will also star in a second print campaign later in the season, shot by Sølve Sundsbø and featuring the best of winter fashion.
The fashion collection will launch in-stores this September, date to be confirmed, with a focus on knitwear and tweed. Colours include powder tones and accessories in wine red, with curves and the waist being important in the silhouette.
Donald Schneider, creative rirector at H&M, said, ‘We are excited to have Lana Del Rey, the new star and style icon, as the face of our fall campaign. Lana is totally unique, and we wanted to create a print and film campaign that’s just as special. The mood is very L.A. noir and is inspired by our Fall collection, which also fits with Lana’s own personal style.
He added, ‘The commercial that accompanies the campaign is like a mini-film, with a fantastic plot and Lana performing a cover of “Blue Velvet”. There’s never been a TV commercial that’s looked anything like this.’