Lana Del Rey is the new face of H&M

It has been an exciting year for Lana Del Rey, having been on the cover of Vogue and having Mulberry name a bag after her.  Now after being confirmed as the new face of H&M for A/W 2012, it seems like the cherry on top of a very large cake for the young singer.

There had been rumours for several weeks of Lana’s involvement with the Swedish high-street brand and now that it is a reality, we are sure she won’t disappoint.

Chloe Bowers, PR for H&M discussed the decision to use Lana as their new face. “We were looking for a style icon and singer to model our autumn/winter 2012-13 and Lana Del Rey was the perfect choice”. When asked what she felt Lana would bring to the brand she answered: “We think she shows our fall fashion in a very inspiring way. The theme of the campaign is a very modern and feminine woman with a soft attitude. Curves and waist are important in autumn’s silhouette.” So we all know what to be expecting in our shop windows next season!

“The mood is very L.A noir”, said Donald Schneider, H&M’s creative director. Dressed from head to toe in dusty pink pastel, wearing an angora sweater and leather trousers, Lana fits the bill perfectly. With that infamous beehive and thick, black eyeliner she brings her signature to the brand. Forever sporting that 60s’ housewife look we associate with Del Rey and a style we have all adored since the release of the television series Mad Men.  Her vintage inspired look can bring a lot to H&M: it will give the brand an unexpected twist.

Having already collaborated with Versace and David Beckham, we are ever eager to see what H&M has to offer.  We are sure the next surprise it just around the corner.  And as for Lana, we are sure she will be sticking in the fashion world for some time to come.  Hurry up September! We cannot wait to see this campaign come to life.

Bethan Williams
Photo: Courtesy of H&M