H&M

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 fall women's collection. She was photographed by Inez & Vinoodh in early July to promote the campaign globally on various advertisements, and shot a promotional video for her cover of Blue Velvet, which would later appear on her EP Paradise. The video was used in commercial advertisements globally, and was released as a standalone video on September 19, 2012.

Photoshoot (July 6, 2012)

• Camera - 500 C/M
• Camera manufacturer - Hasselblad
• Stylist - Unknown

1. 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 Lana'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 - P65+
• Camera manufacturer - Phase One
• Stylist - Unknown

1. All clothes, shoes, and accessories from the H&M Fall 2012 collection. Some pieces custom.