At last they’re here. We already had a teaser picture of Lana del Rey for H&M looking both sweet and sultry last month, and today we got our greedy paws on the rest of the campaign. And guess what? LDR looks amazing!
We’ve got our hands on eight images of the big-haired songstress, shot by Inez van Lamsweerde and Vinoodh Matadin, working a variety of winter staples and trends: soft mint pastel knits with watercolour printed trousers, ladylike peplum tops and pencil skirts in luxurious burgundy and, our absolute favourite, Lana with a ribbon in her hair and an air of ‘tude about her as she rocks a grey tailored jacket with cream peplum top and soft swansdown skirt.
These are the first drop in a collection aptly described by H&M as being “modern and feminine with a soft attitude”, the rest of which winter images and stock we can expect to see dropping in store this coming October.
In the meantime, we can look forward to a post-London Fashion Week happy-making fix, as the Swedish mega-brand will be releasing the much anticipated video of Lana del Rey singing Blue Velvet (one of our favourite oldie-but-a-goody tunes) in a brand new music video for the collection. We are sooooo excited for this one!
So what do you think of the campaign? Is it what you’d imagined from the face of one of our favourite high street labels? Either way it looks like they're doing something right, if those amazing sales figures are anything to judge by.