Lana Del Rey, one of the biggest names in music, will be
the global face and voice of H&M this Autumn.
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 www.hm.com 19 September
, with edited versions used as TV campaign.
Throughout, Lana will be wearing the best of H&M’s
Fall 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.
“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. 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.” Donald Schneider, Creative
Director, H&M
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