H&M announced that Lana Del Rey will be their global face and voice this fall. The ad campaign was shot by Inez van Lamsweerde and Vinoodh Matadin, there will also be a full-length film of Lana singing a cover of “Blue Velvet”, shot by director Johan Renck. Look out for the music video on hm.com from September 19, with edited versions used as TV campaign. Lana will also star in a second print campaign later in the season, shot by Sølve Sundsbø and featuring the best of winter fashion.

“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.” Donald Schneider, Creative Director, H&M

Can’t wait to see the music video and the rest of the print campaign! Do you like?