Lana Del Rey for H&M Fall 2012 Campaign

It was back in July when finally the news was confirmed that 26-year-old Indie singer Lana Del Rey is the new face of Swedish retailer H&M. Now, the full H&M fall 2012 campaign has been unveiled featuring the beautiful singer and captured by Inez van Lamsweerde and Vinoodh Matadin. Seems like Lana has brought a sweet autumn for H&M, as we can see mainly soft pastel pink shades, whites, feminine floral prints, and all this is spiced up by Lana’s personality. She brings classics to the collection, femininity and her unique style.

The H&M fall 2012 campaign shoes Lana Del Rey quite in line with the image she is famous for. The creative director for H&M, Donald Schneider, called it “very L.A. noir’ and it’s true thanks to the presence of pastel colors, retro hairstyles and bling. The collection features delicate knitted sweaters, skinny pastel jeans, skinny floral printed pants, peplum blouses, chic white coats, body-hugging mini dresses, short skirts and gorgeous shoes. No wonder, the collection will appeal not only to the fans of Lana, who want to borrow a bit of her style, but also great fans of ladylike fashion and sophistication.
Lana Del Rey is also to star in another H&M campaign coming in winter, as well as in a short film titled “Blue Velvet’, which will be released on on September 19. Stay tuned to see more photos and learn more H&M news!

Photos courtesy of H&M

Written by Armine Karapetyan
Armine is the founder of and an avid fashion lover. When she's not busy examining the latest fashion trends and news, she's exploring a new style for herself or is pursuing new adventures and dreams. Find her on Google+, Twitter and LinkedIn.