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Lana Del Rey is the new face of H&M

Lana Del Rey

Story by Jack Foley

LANA Del Rey has been unveiled as the new face of H&M.

The store’s Autumn campaign launches in September and shows the latest collection from H&M, offering fashion and quality at the best price as well as inspiring their customers.

H&M were looking for a style icon and singer to model our fall collection and so Lana Del Rey was considered to be the perfect choice because she wears their Autumn fashion in a very inspiring way.

Lana will subsequently star in H&M press advertisements and also a commercial.

Director Johan Renck came up with the idea that Lana should record the song Blue Velvet for the commercial.

The theme of the campaign is a modern and feminine woman with a soft attitude. Curves and waist are important in autumn’s silhouette.

There is also a focus on knitwear and tweed. Colour’s include powder tones and accessories in wine red.

View photos of Lana Del Rey