NEW YORK, Aug 16, 2012/ — Lana Del Rey, currently one of the biggest names in music will soon to be a one of the most recognizable faces in fashion as she fulfills her role as the Face & Voice of H&M this fall.
On the soon-to-be-released H&M Fall 2012 campaign, Lana will star in a print ad 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.
Lana became an instant worldwide star earlier this year with her single “Video Games” taken from the multimillion selling album “Born to Die”, and is known globally for her distinctive personal style.
For the print campaign, Lana wears the best of H&M’s fashion for Fall, from a pink angora blend sweater to printed leggings, a tweed biker jacket and a tweed figure-hugging faux leather trimmed dress.
The film is a fully-plotted music video starring Lana as she sings “Blue Velvet”, which will be available to see in its entirety at hm.com from September 19, with edited versions used as a TV campaign.
Lana will also star in a second print campaign later in the season, featuring the best of winter fashion. These images will appear in October, both in print and also in-store.