Back in June, Page Six reported that Lana Del Rey had shot a campaign for H&M in New York. At the time neither her camp nor H&M's press office denied the claim and now we know that the silence was because the reports were true because today, the first images from the campaign were leaked online.
The 'Video Games' singer works her trademark beehive hair and cat-winged black eyeliner in the campaign, shot by Inez van Lamsweerde and Vinoodh Matadin, and looks good doing so. Is she the perfect face of H&M, though, I'm not sure.
'The mood is very L.A. noir,' Donald Schneider, H&M's creative director, said in a statement. 'It's inspired by our Fall 2012 collection,' and to accompany the images, Del Rey will also perform a cover of 'Blue Velvet' for a minifilm that will appear on hm.com and in commercials from September 19.
Mulberry always have a strong front row but the front row line up at their show this morning was particularly interesting. After Rihanna made an appearance at the Stella McCartney presentation last night, many assumed that she would appear at Mulberry today but instead, all eyes were on Lana Del Rey.
In a twist of marketig genius, the brand dropped a press release first thing this morning announcing that they have created the 'Del Rey' bag in the singer's honour, which they confirmed would debut at the show. Naturally then, it became pretty clear that the 'Video Games' singer would be in attendance and that she was. Sporting the white ostrich skin bag, Del Rey sat front row with Pixie Geldof and rapper de jour, Azealia Banks.
The 'Alexa' bag named after Alexa Chung made sense. Whatever you think of the presenter, her innate sense of style is undisputed and more importantly, it is quintessentially British which matches Mulberry's heritage. Del Rey on the other hand seems to have catapulted to fame over night simple for being an antidote to the pop songs we haven't been able to get a break from recently rather than for anything else. While her debut track 'Video Games' was everywhere last summer, her album continues to get panned by critics and Alexandra Schulman was forced to defend choosing her to cover British Vogue's March issue earlier this month. It therefore begs the question - why would Mulberry honour a celebrity who doesn't have a strong link to the brand and whose credibility is the subject of much debate?
