Lana Del Rey is the new face of H&M, it has been confirmed today. Rumours first emerged of the pairing in June, but the company refused to comment at the time.
“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,” said H&M PR manager Chloe Bowers. “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.”
The images, photographed by Inez van Lamsweerde and Vinoodh Matadin, see the musician showcasing her signature retro style – wearing a pale pink angora jumper and her trademark Sixties-inspired black eyeliner. Del Rey will also appear in a television advertisement for the brand and has recorded Fifties song Blue Velvet for the occasion. Watch a behind-the-scenes preview on the left.
image credit: Vogue.com