We'd heard the rumours and now we have the proof: Lana Del Rey is the new face of H&M, y'all! Images of the singer and her magnificent bouffant striking a pose for the high-street hero have just landed and WOW. Doesn't she look sultry?
It was only last month that speculation was brewing on the interweb about LDR's latest coup in fashiondom. Mulberry have already named a handbag after her, Next modeling agency were quick to sign up that Bambi-esque prettiness and she earned serious fashion stripes when Joseph Altuzarra picked the star to be his Met Ball date. So it was hardly surprising to hear the Swedish retailer was looking to tap into those talents.
Cut to today and here's Lana in H&M’s Autumn campaign, her first modeling job, shot by Inez van Lamsweerde and Vinoodh Matadin. In true trademark style, she's working her sumptuous retro look thanks to a cat-winged slick of black eyeliner, a pillowy nude pout, talon-like nails on tattoo-sprinkled hands, that penetrating 'Video Games' stare and, of course, that Barbarella beehive.
'The mood is very L.A. noir,' said Donald Schneider, H&M’s creative director. Yep, the glam garb Lana's showcasing is nothing short of Fifties perfect. Take note of those bling-bling earrings (didn't Gaga tell you plastic is fantastic?), the candyfloss pink angora sweater and matching micro shorts. 'We were looking for a style icon and singer to model our fall collection and so Lana Del Rey was the perfect choice,' Chloe Bowers, H&M PR Manager, told Grazia Daily this morning.
'The theme of the campaign is a modern and feminine woman with a soft attitude,' Chloe continues. '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.' Ooh, we cannot WAIT to see more! In fact, according to WWD, a second campaign is due to land for winter. Plus, a minifilm will be released on hm.com on 19 September, which stars the 26-year-old performing a cover of 'Blue Velvet'.
So what do you make of LDR conquering mass-market style? It's certainly a new direction for H&M whose previous campaign stars include model veterans Daria Werbowy, Sasha Pivovarova and Liya Kebede. Tell us your thoughts in the box below...