Lana Del Rey announced as new face of H&M

18/07/2012
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Sultry singer Lana Del Rey has been announced as the new face of clothing brand H&M for their Autumn/Winter 2012 campaign.

H&M's PR manager, Chloe Bowers, said, "We were looking for a style icon and singer to model our fall collection and Lana Del Rey was the perfect choice... We think she shows our fall fashion in a very inspiring way."

The star will appear in a commercial for the brand, and director Johan Renck reportedly wants Del Rey to record the song "Blue Velvet" for the ad.

Donald Schneider, H&M's creative director, described the mood of the campaign as "very L.A. noir".

The photo shoot for the campaign was shot by Inez van Lamsweerde and Vinoodh Matadin.

This marks Del Rey's first partnership with a major clothing brand.

Photo: H&M
Artists: Lana Del Rey
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