Lana Del Rey to front H&M’s autumn campaign

American popstar Lana Del Rey has been confirmed to front

Swedish fashion retailer H&M’s autumn campaign, which is set to launch in September.

H&M said that there “were looking for a style icon and singer to model our fall collection” making Lana Del Rey the perfect choice and added that the theme of the campaign would be “a modern and feminine woman with a soft attitude” highlighting curves and the waist is important to silhouettes for autumn.

Del Rey will star in press ads and a commercial, which will both have a focus on knitwear and tweed, and the colours, will include powder tones and accessories in wine red, in the preview she is decked out in a pale pink angora jumper.

In addition, Del Rey will also perform the song ‘Blue Velvet’ for the commercial, directed by Johan Renck, which will be released on hm.com.