Girl’s Got Swag: Lana Del Rey for H&M Fall/Winter 2012

by: Diana Cenat

July 22, 2012

Lana Del Rey isn’t an artist content with letting us swoon over her sultry vocals, lovely sepia tone-filled music videos, and self-described “gangsta Nancy Sinatra” lean. While many have spent the last few months debating her capacity as a songstress, Del Rey has been hard at work parlaying her love of fashion into a second career. Having already secured both a contract with Next Model Management and the love of the Mulberry -the luxury brand named its fast-selling Del Rey bag after the singer- Lana has scored what is arguably her biggest coup to date: the face of H&M’s Fall/Winter 2012 collection.

Lana H&M Wild Mag

The mood of the campaign is described by the retailer’s Creative Director as being “very L.A. noir.” Public Relations Manager Chloe Bowers adds a bit of back story to the pairing:

“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. The theme of the campaign is a modern and feminine woman with a soft attitude. Curves and waist are important in autumn’s silhouette.”

Shot by Inez van Lamsweerde and Vinoodh Matadin, Del Rey is featured sporting her signature pout and impeccable manicure while donning a pink angora sweater and pink pants from the new collection. Lest you think the tale ends with a photo shoot, H&M also plans on releasing a mini-film featuring the songstress performing a cover of “Blue Velvet” on its website in September.

This looks to be just the start of fashion’s love affair with the flame-haired songbird. Seems Del Rey is here to stay.

Lana H&M

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