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Lana Del Rey new face of H&M

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High street fashion retailer H&M has today revealed solo artist Lana Del Rey as the new face for its autumn campaign.

It will be a modelling debut for Del Rey, who has been dubbed a modern Nancy Sinatra and therefore deemed a suitable choice to fit the retailer’s forthcoming collection of fifties style inspired pieces.

Many fashion retailers have recently bought in a famous face of the moment to help build excitement for new season collections; revving up competition on the high street.

Yesterday, pop singer Rihanna confirmed she has signed a deal to design a collection for British heritage chain River Island.

Today it has also been announced that UK-based online fashion brand,Very.co.uk is to launch its latest fashion offering from TV presenter Holly Willoughby.

Yesterday, H&M reported a total sales rise of 13 per cent for June 2012 and a three per cent rise in its like-for-like sales.

H&M UK & Ireland PR Manager Chloe Bowers feels that the crooner, known for her dark pop songs, is an apt style icon for the new line.

“We were looking for a style icon and a successful singer to model our fall collection and so the perfect choice was Lana Del Rey,” she said.

“As well as a fantastic singer, she shows our fall fashion in a very inspiring way.”

Published on Tuesday 17 July by Editorial Assistant

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