Lana Del Rey is the new face of H&M | Style

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Exactly one day after River Island announced that Rihanna would be designing a collection for them, Swedish mega-brand H&M has stolen some of their shine by announcing via their Facebook page that songstress and model Lana Del Rey will be the new face of their Autumn campaign.

Chloe Bowers, H&M’s PR Manager, tells Grazia magazine: “We were looking for a style icon and singer to model our fall collection and so Lana Del Rey was the perfect choice. The theme of the campaign is a modern and feminine woman with a soft attitude. Curves and waist are important in autumn’s silhouette with a focus on knitwear and tweed. The colours include powder tones and accessories in wine red.”

Launching in September, Del Rey will use her baby doll looks and retro style to front print ads as well as commercials for the high-street fashion chain. The commercial will be shot as a mini-film to be released online on September 19th, and will be edited down for TV. Not only will she be modelling in the commercial, but she’ll also be using her musical talent as she covers the 1950’s classic “Blue Velvet” to accompany the ad.

Donald Schneider, H&M’s creative director, tells WWD that the mood of the ad “is very L.A. noir.” Del Rey may also be sticking around to front their Winter campaign.

This is not Del Rey’s first foray into the fashion world, as she was signed to Next modelling agency in January, landed the cover of Vogue — the “fashion bible” — in March, and has even had a Mulberry bag named the “Del Rey” made in her honour.

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