Update: the full set of Lana Del Rey’s campaign images have now been released. You can view them after the break.

Lana Del Rey may be on the books of major model agency Next, but there’s a difference between model and celebrity. Models are usually chameleons playing roles, celebrities are booked for their star power and influence. They’re asked to play the role of themselves.

Hence Del Rey (managed by Next’s ‘talent’ section along with the likes of Alexa Chung) in her new campaign for retailer H&M.

lana del rey h and m

Click the thumbnails for full pictures:
Lana Del Rey: H&M F '12 campaign
Lana Del Rey: H&M F '12 campaign
Lana Del Rey: H&M F '12 campaign
Lana Del Rey: H&M F '12 campaign
Lana Del Rey: H&M F '12 campaign
Lana Del Rey: H&M F '12 campaign
Lana Del Rey: H&M F '12 campaign
Lana Del Rey: H&M F '12 campaign
Lana Del Rey: H&M F '12 campaign
Lana Del Rey: H&M F '12 campaign

The first images to be released from the fall 2012 campaign show Lana Del Rey looking much in line with the starlet image she’s cultivated. H&M’s creative director Donald Schneider called it “very L.A. noir” and it comes complete with pastel colours, retro hair, and bling. All the things about Lana Del Rey that H&M knows will sell clothes.

Stay tuned for more, with another campaign coming in winter and a mini film titled ‘Blue Velvet’ to be released on hm.com on 19 September.

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