The sight of Lana Del Rey will now be associated with the trendy yet affordable designs at H&M. The Stockholm-based clothing chain confirmed Del Rey’s new job via Twitter early this morning. “The mood is very L.A. noir,” H&M creative director Donald Schneider told Women’s Wear Daily. “It’s inspired by our fall collection.” According to WWD, Del Rey will be “the global face of H&M’s fall advertising — with a second campaign planned for winter.”
In addition to pants-less cardigan-wearing, Del Rey’s H&M duties will also include singing a cover of “Blue Velvet,” the standard popularized by Tony Bennett, for a “minifilm” that will be released via the chain’s website September 19. We’re going to go out on a limb and guess that it’ll look kind of like an A$AP Rocky-less “National Anthem.”
Earlier this year, English house Mulberry named one of its $1,200 handbags after Del Rey. Presumably, fans like Miss Piggy and Shirley Manson will be able to dress like the controversial starlet for far cheaper come this fall.
For H&M’s sake, here’s hoping Del Rey’s ’60s-drenched aesthetic has as much an effect on its fall line as Mad Men did on Banana Republic’s.