H&M PR manager Chloe Bowers talks about the choice:
“We were looking for a style icon and singer to model our autumn/winter 2012-13 collection and Lana Del Rey was the perfect choice. We think she shows our fall fashion in a very inspiring way. The theme of the campaign is a modern and feminine woman with a soft attitude. Curves and waist are important in autumn’s silhouette.”
Del Rey was shot by Inez van Lamsweerde and Vinoodh Matadin to showcases her “retro style.” These first few images see the singer in a pale pink angora pullover with her usual ridiculous hair. She’ll also appear in a television campaign and record a cover of “Blue Velvet” to coincide, which we will see mid-September.