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Lana Del Rey, one of the biggest names in music, will be the global face and voice of H&M this autumn.
The young singer will star in a campaign shot by Inez van Lamsweerde and Vinoodh Matadin, as well as a full-length film of her singing a cover of Blue Velvet, shot by director Johan Renck.
The fully-plotted music video will be available to see in its entirety at hm.com from September 19, with edited versions used for a TV advertising campaign.
Throughout, Lana will be wearing the best of H&M’s autumn fashion collection in her own inimitable style. She will also star in a second print campaign later in the season, shot by Sølve Sundsbø, featuring the best of winter fashion.
Donald Schneider, creative director, H&M, said: “We are excited to have Lana Del Rey, the new star and style icon, as the face of our autumn campaign. Lana is totally unique, and we wanted to create a print and film campaign that’s just as special.
“The mood is very LA noir and is inspired by our autumn collection, which also fits with Lana’s own personal style. The commercial that accompanies the campaign is like a mini-film, with a fantastic plot and Lana performing a cover of Blue Velvet. There’s never been a TV commercial that’s looked anything like this.”
Speculation in the media had been mounting that the indie singer would be fronting H&M’s campaign but the Swedish retailer remained mum on the subject … until now.
Del Rey’s retro look – Sixties-inspired mini-dresses and long ‘ironed’ hair – has invited comparisons to Priscilla Presley’s early days with Elvis. It has not gone unnoticed by the fashion industry. Mulberry named a handbag after the singer and she was signed in January by Next modelling agency; Del Rey landed on the cover of Vogue in March. However, the H&M gig is her first modelling job.
H&M has proved to be one of the major ‘pulling power’ stores in the Bahrain City Centre complex and was brought to the kingdom under the umbrella of M.H. Alshaya Co.
There are two shops in the City Centre, one offering the family range, the other focusing on a younger crowd, alongside an outlet at Seef Mall.
M.H. Alshaya Co is the retail business of the Alshaya Group, which was founded in Kuwait in 1890 and today represents one of the most dynamic companies in the Middle East. In addition to its retail operations, the Alshaya Group is active in a number of other sectors including real estate, automotive, hotels, trading and investments.
