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