Lana Del Rey Officially Lands H&M Campaign

1:51 PM PDT 7/17/2012 by Sophie Schillaci

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The sexpot singer will appear in print and video ads, including one commercial in which she’ll sing “Blue Velvet.”

As speculation swirled over whether sexpot singer Lana Del Rey had been named the new face of H&M, the Swedish retailer remained mum on the subject -- until now.

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On Tuesday, Del Rey was officially named the global face of the brand’s fall advertising, with a second campaign planned for winter. Del Rey rocks a retro look in one the first ads, pairing a pink angora blend sweater and peach-colored pants with a bouffant hairdo. The campaign was shot by Inez van Lamsweerde and Vinoodh Matadin.

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“The mood is very L.A. noir,” H&M’s creative director Donald Schneider told WWD. “It’s inspired by our fall collection.”

While the H&M gig is Del Rey’s first modeling job, the 26-year-old had already piqued the fashion community’s interest over the last year. Mulberry has named a handbag in her honor, and in January, she was signed to Next modeling agency. In March, Del Rey was a Vogue cover girl.

In addition to the print ads, Del Rey also sings a cover of the 1950s hit “Blue Velvet” for a minifilm to be released on Sept. 19 via hm.com. The video will be edited for use in TV commercials across the globe.

What do you think of Del Rey as the new face of H&M?