Lana Del Rey Named Face and Voice of H&M

Posted on July 17, 2012

Lana Del Rey for HM sitting

Lana Del Rey has been named the global face and voice of H&M. She will appear in the brand's Fall 2012 campaign. Lana will star in a print campaign shot by Inez van Lamsweerde and Vinoodh Matadin, as well as a full-length film of Lana singing a cover of "Blue Velvet," shot by director Johan Renck. This music video starring Lana will be available at from September 19. Edited versions of the music video will be used in a TV campaign. Lana will wear H&M clothes in the music video. Lana will also star in a second print campaign, feature winter fashions, that will be shot by Solve Sundsbo .

Donald Schneider, Creative Director, H&M, says, "We are excited to have Lana Del Rey, the new star and style icon, as the face of our fall campaign. Lana is totally unique, and we wanted to create a print and film campaign that's just as special. The mood is very L.A. noir and is inspired by our Fall collection, which also fits with Lana’s own personal style. The commercial that accompanies the campaign is like a mini-film, with a fantastic plot and Lana performing a cover of 'Blue Velvet.' There's never been a TV commercial that's looked anything like this.”

Lana Del Rey for HM standing

Photos: H&M