The freshest name in the music industry, Lana Del Rey, will be the global face and voice of H&M this fall. Lana will star in a print campaign shot by Inez van Lamsweerde and Vinoodh Matadin, as well as a full-length film of Lana singing a cover of “Blue Velvet”, shot by director Johan Renck. This fully-plotted music video starring Lana will be available to see in its entirety at hm.com from September 19, with edited versions used as TV campaign.

Photo: H&M

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

Throughout the campaign, Lana will be wearing the best of H&M’s Fall fashion in her own inimitable style. Lana will also star in a second print campaign later in the season, shot by Sølve Sundsbø and featuring the best of winter fashion. H&M’s recent ventures included dedicating a entire collection to WaterAid and collaborating with the avant-garde designer Maison Martin Margiela.