Stockholm—Singer Lana Del Ray is stepping up her fashion cred.
In May, Mulberry, the British leathergoods house, bowed a limited edition Del Ray bag in her honor. Then comes word that Next Models signed up the 26-year-old star, landing her on the cover at British Vogue.
Now mega-specialty retailer H&M announced that the “Born to Die” songstress will seen in its fall global advertising campaign–and she’ll be heard in a “mini-film” where Del Ray will sing a cover of “Blue Velvet.”
“We are excited to have Lana Del Rey, the new star and style icon, as the face of our fall campaign,” said Donald Schneider, H&M’s creative director. “Lana is totally unique, and we wanted to create a print and film campaign that’s just as special. The mood is very L.A. noir and is inspired by our fall collection, which also fits with Lana’s own personal style.”
Del Ray, who has described herself as a “gangsta Nancy Sinatra,” was filmed by director Johan Renck in a “fully-plotted music video” that will premiere on hm.com on Sept. 19, with an edited version used as a TV commercial.
“There’s never been a TV commercial that’s looked anything like this,” added Schneider.
Of course, Del Ray will be dressed in H&M’s fall fashions. Later in the season, she’ll appear in another series shot by Sølve Sundsbø and featuring the best of winter fashion.