After a month of speculations, the news about the collaboration between Swedish fashion retailer H&M and indie singer Lana Del Rey has been confirmed. H&M took its precious time to personally confirm the news and put an end to any doubts. Lana will feature in the upcoming fall and winter campaigns of the brand, and what’s more exciting, some pictures have even been leaked already.
According to H&M PR manager Chloe Bowers, “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.”
“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,” she added.
The newest H&M campaign is stated to feature a distinctive L.A noir mood. The available photos show the elegance and simplistic, yet perfectly polished allure of the collection. Staying comfortable and stylish is the main objective of the line. Moreover, the photos feature a strong retro flair, trying to suit Lana’s personality.
As for Lada’s fashion deals, she has been spotted in this industry quite frequently lately. Earlier this year, the Mulberry label named one of their iconic bags after the singer. Now, the photoshoot by Inez van Lamsweerde and Vinoodh Matadin reveals another side of the star’s style. She’ll also star in a TV commercial, where she records the Fifties song Blue Velvet for the occasion. The video will appear on hm.com on Sept. 19.
Photos via WWD.com