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Lana del Rey to be face of H&M autumn collection

High street fashion retailer H&M has appointed singer Lana Del Rey as the face of its new autumn collection.

GENERAL MERCHANDISE

Lana del Rey to be face of H&M autumn collection

High street fashion retailer H&M has appointed singer Lana Del Rey as the face of its new autumn collection.

Del Rey will star in a print campaign shot by Inez van Lamsweerde and Vinoodh Matadin. She has also recorded a cover of Blue Velvet for a short film directed by Johan Renck which will be released on the H&M website in September. A second print campaign will follow later in the season.

Commenting on the campaign Donald Schneider, creative director at H&M said: "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."

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