H&M released a statement announcing the name of the model they have chosen for the presentation of their fall/winter 2012-2013 collection. The Swedish brand has selected Lana Del Rey as the new face of their upcoming collection because her look is very feminine and retro.
Indie singer Lana Del Rey is gaining popularity in the fashion industry as many more brands want to use her image for their collections. H&M is the company who announced on Tuesday that they have signed a deal with the singer for their upcoming ensemble. While the video will be released on September 19, the first pics featuring Lana have already been published on the Internet.
H&M PR manager Chloe Bowers told the press that the company decided to use Lana Del Rey as their representative because her look is the best for their autumn collection. H&M has designed their new clothes for a modern, yet very feminine woman. Most models are meant to emphasize the soft attitude of the woman, as well as her physical assets, namely, the curves and the waist.
The winter collection will preserve some of the characteristics we have seen in other H&M designs. The most important aspect is that women look stylish without compromising their comfort or their health. The pictures that the Swedish company has provided recall a Los Angeles noir mood. Lana looks very elegant and polished, but everything has been kept within the boundaries of simplicity and functionality.
This is the second time this year when Lana Del Rey is co-opted to collaborate with a fashion brand. Mulberry named one of their bags after the artist at the beginning of the year because they liked her name and they thought it was appropriate for their brand.