Hennes & Mauritz AB, operating as H&M, is a worldwide Swedish clothing company best known for its inexpensive and high-fashion apparel for men, women, and children. Lana Del Rey became the campaign model for both their Fall and Winter 2012 collections globally.
Fall 2012[]
It was announced in September of 2012 that Lana Del Rey would serve as the campaign model for H&M's "La Noir" fall women's collection. She was photographed by Inez and Vinoodh on May 5, 2012, to promote the campaign globally on various advertisements, and shot a promotional video for her cover of Blue Velvet, which would later be featured on her EP Paradise. The video was used in commercial advertisements globally, and was released as a standalone video on September 19, 2012.
Photoshoot (May 5, 2012)[]
- Camera - 500 C/M
- Camera manufacturer - Hasselblad
- Stylist - Unknown
- All clothes, shoes, and accessories from the H&M Fall 2012 collection. Some pieces custom.
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Commercials[]
Winter 2012[]
Upon the positive reaction to Del Rey's Fall campaign, H&M brought her back on to promote their Winter 2012 collection. She was photographed by Sølve Sundsbø, but did not shoot a video to promote the collection. Advertisements featuring her were used globally from October to December 2012.
Photoshoot (Unknown, 2012)[]
- Camera — Phase One P65+
- Hair stylist — Anna Cofone
- Makeup artist — Pamela Cochrane
- All clothes, shoes, and accessories from the H&M Fall 2012 collection. Some pieces custom.