Rumors about Lizzie Grant AKA Lana Del Rey’s impending H&M campaign have been swirling around for some time now, but the Swedish giant finally confirmed the upcoming campaign on Monday. "The mood is very L.A. noir," Donald Schneider, H&M's creative director, told WWD . "It's inspired by our fall collection." Not only will the Born To Die singer front the Fall collection, but a n encore Winter collection as well. From YouTube to million dollar campaign, this has been an arguably good year for the emerging singer.
Just last week the 26 year-old was spotted at the Chateau Marmon in for a sleepover with pals Lady Gaga and Lindsay Lohan, who has made the Hollywood hotel her residence for the last few years.
Following a newly minted contract with Next modeling agency in January, this will be Del Rey’s greatest modeling job to date. With her glorified retro “look” she has managed in a very short period of time to capture the attention of fashion industry folks eager to add new faces to their roster that target their retail audience. The campaign has been short by famed photography duo Inez van Lamsweerde and Vinoodh Matadin and in the only image that has been released as of yet, Del Rey wears a pale pink angora blend sweater.
In addition to up the ante and no doubt take advantage of the her obvious singing prowess, Lana was tapped to perform a cover of “Blue Velvet” for a minifilm that will be released on hm.com on Sept. 19 and subsequently distributed globally. Edited versions will be used as TV commercials.