17 July 2012
H&M confirms collaboration with Lana Del Rey
The Autumn campaign launches in September and shows our latest collection, offering fashion and quality at the best price as well as inspiring our customers. 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. Director Johan Renck came up with the idea that Lana should record the song “Blue Velvet” for the 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. Colour’s include powder tones and accessories in wine red.
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