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H&M signs Lana Del Rey for new campaign

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Lana Del Rey has been snapped up by H&M to model its new autumn 2012 collection.

Not only will Lana be lending her sultry looks to H&M’s new autumn campaign, due for release in September, but the Video Games singer will also be contributing her musical talents to the soundtrack for the brand’s clothing commercial. According to H&M’s press office, Del Rey has recorded a special version of Blue Velvet for the ad at the request of the commercial’s director Johan Renck.

With a focus on knitwear and a 50s silhouette re-imagined for the modern woman, Del Rey – famed for her ‘gangster Nancy Sinatra’ style - seemed the logical choice for the world's second largest retailer:

“The theme of the campaign is a modern and feminine woman with a soft attitude,” explained H&M Press Officer Victoria Chappell. “Curves and [the] waist are important in autumn’s silhouette, with a focus on knitwear and tweed. 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,” continued Chappell.

Already the inspiration behind Mulberry’s Del Rey handbag, it seems the fashion world just can’t get enough of the talented Ms Lana Del Rey.

What do you think? Do you love the Lana Del Rey H&M campaign photos so far? Tell us your thoughts on Twitter @StylistMagazine or in the comments section below

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