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High street fashion brand H&M has officially confirmed that American songstress Lana Del Rey will be the face of their Autumn/Winter 2012 campaign.

It was one of the fashion industry’s worst kept secret, as whispers of the collaboration were leaked to The Daily Mirror’s 3am team back in June, before ‘a source’ speaking at Radio 1′s Hackney Weekend suggested the same thing to tabloid newspapers.

Now the high street brand has given the official word that the Blue Jeans singer will model a new collection, embodying all things feminine and ladylike.

H&M said; “We were looking for a style icon and singer to model our fall collection and so Lana Del Rey was the perfect choice.  We think she shows our fall fashion in a very inspiring way. Lana will star in press ads and a commercial.

“The theme of the campaign is a modern and feminine woman with a soft attitude. Curves and waist are important in autumn’s silhouette with a focus on knitwear and tweed. Colours include powder tones and accessories in wine red.”

The singer’s track, Blue Velvet will also provide the soundtrack to the TV ad, which will air worldwide from September.

Quite honestly, we’re not big fans of Lana’s ‘demure’ look (or indeed her overall character!) here at Daily Update Towers, but we’re looking forward to seeing the results nonetheless.


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