Lana Del Ray returns for second H&M campaign

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American singer/songwriter Lana Del Rey is to return as the face of the winter 2012 collection for high street retailer H&M, after previously appearing in advertising for the brand in September. What started out as a rumor bubbling up from the depths of the online fashion universe has quickly transformed into a holiday campaign, an awesome video, a live performance and now, a winter campaign.

Del Rey, who is also the face of Jaguar, is to be seen modelling knitwear and jackets on the bonnet of a classic car, photographed by Norwegian fashion photographer Solve Sundsbo.

In one short year, the star has been signed up by Next modelling agency, seen her backcombed hairstyle go mainstream, and had luxury design firm Mulberry name a bag after her.

Lana, with her hair backcombed into its traditional style, is seen in the photographs dressed in on-trend cosy knits, leather trousers and winterwear as she strikes a pose against a classic car.

The photographs were taken by industry expert Sølve Sundsbø, who has worked with Coldplay on the A Rush of Blood to the Head album sleeve, and to accompany the campaign, Lana released a haunting cover version of the song Blue Velvet, which can be heard playing in stores across the nation.

It’s refreshing to see a campaign that looks so editorial–in fact, the photos are actually more interesting than a lot of Lana’s past editorials, combining dramatic set styling with ultra modern clothes, while still staying true to Lana’s vintage, nostalgic aesthetic.

Further images from H&M’s winter 2012 campaign, which they say they hope will ‘inspire’ their customers as well as offer them quality fashion at a good price, are set to be released as the season progresses.

Chloe Bowers, H&M PR Manager, said: ‘We were looking for a style icon and singer to model our fall collection and Lana Del Rey was the perfect choice.

‘We think she shows our fall fashion in a very inspiring way.’

It’s another coup for H&M who have collaborations with Maison Martin Margiela and Anna Dello Russo.

As for Lana, it has been a busy season for the star: she released her Ride single on Friday and struck a deal with Jaguar to be the face of their new automobiles.