H&M’s TORCH SONG DUET: Speculation about indie chanteuse Lana Del Rey fronting H&M’s fall fashion campaign reached a fever pitch in June, but the Swedish retailer has remained mum on the subject. Until now. H&M on Monday confirmed to WWD that Del Rey will indeed be the global face of H&M’s fall advertising — with a second campaign planned for winter. Del Rey’s retro look — Sixties-inspired minidresses and long “ironed” hair has invited comparisons to Priscilla Presley’s early days with Elvis. It has not gone unnoticed by the fashion industry. Mulberry named a handbag after the singer and she was signed in January by Next modeling agency; Del Rey landed on the cover of Vogue in March. The H&M gig is her first modeling job.
“The mood is very L.A. noir,” said Donald Schneider, H&M’s creative director. “It’s inspired by our fall collection.” Looking like a Fifties screen siren in one ad — the print campaign was photographed by Inez van Lamsweerde and Vinoodh Matadin — Del Rey wears a pale pink angora blend sweater. Del Rey performed a cover of “Blue Velvet” for a minifilm that will be released on hm.com on Sept. 19 and subsequently distributed globally. Edited versions will be used as TV commercials.
This story first appeared in the July 17, 2012 issue of WWD. Subscribe Today.