This morning, the speculations we revealed on twitter earlier last month have been confirmed! Lana Del Rey will front H&M new campaign. Here is the basic inf0rmation we have received so far!

  • Lana will front the Autumn 2012 Campaign, as well as the Winter 2012 campaign
  • A minifilm will be released on  on 19th September, featuring Lana Del Rey performing a cover of ‘Blue Velvet’.
  • The edited version of the minifilm will become a television commercial, which will be worldwide.
  • The campaign is shot by Inez van Lamsweerde and Vinoodh Matadin


  • Photos: Campaign


Chloe Bowers, public relations of H&M, talked to about the choice of Lana Del Rey as the newest face of H&M, for autumn campaign and Christmas adverts.

“We were looking for a style icon and singer to model our autumn/winter 2012-13 collection and Lana Del Rey was the perfect choice, We think she shows our fall fashion in a very inspiring way. The theme of the campaign is a modern and feminine woman with a soft attitude. Curves and waist are important in autumn’s silhouette.”

Source for Chloe Bowers Info:

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