Lana del Rey is the new testimonial for H&M campain for this coming Fall/Winter season.

Here below H&M press release details: 

The campaign: The purpose of our autumn campaign is to show our latest collection and to offer fashion and quality at the best price, to inspire our customers and invite them to visit our stores or shop online.

We were looking for a style icon and a successful singer to model our fall collection and the choice fell on Lana Del Rey. We think she is a fantastic singer and she shows our fall fashion in a very inspiring way. Our idea with the commercial was to create a real fashion music video. The talented director Johan Renck came up with the fantastic idea that Lana should record the song “Blue Velvet” and she immediately liked the idea. “Blue Velvet” has been covered by other stars such as Isabella Rosselini. The commercial is inspired around our fall fashion, very L.A Noir which also fits Lana Del Rey’s personal style.

The fashion: The purpose with the campaign is to show the most important looks for fall 2012. The theme is a modern and feminine woman with a soft attitude.

– Curves and waist are important in autumn’s silhouette.

– Focus on knitwear and tweed.

– Collection pieces in soft range of powder tones and accessories in wine red.

– Key pieces: angora knit sweater, body-con dress, mini-skirt, printed leggings

– Key accessories are high-heeled pumps and decorated clutch bags

The collection shown in the campaign and commercial will be in-store and online from mid-September in all stores carrying our women’s concept.

Price examples:

Printed leggings € 9.95

Angora blend sweater € 19.95

Tweed dress € 19.95

Biker jacket € 29.95

 For more info visit www.hm.com