What do you associate with Lana Del Rey? Her lyrics tend to center on bad girls, whiskey on tongues and diamonds om wrists, red dresses and blue jeans. But H&M’s latest campaign to feature the starlet offers up none of that. Del Rey’s trademark hair and makeup are in check, but everything else – aside from a few hair accessorises – is a colourless, featureless palette of black and white.

This is a surprising contrast to the last Lana Del Rey for H&M campaign which aligned deliberately and successfully to the star’s own brand and perceived style. Pink mohair, bows and costume jewels made sense for Del Rey. Showcasing the same pair of black leather pants in almost every shot does not.

lana del rey hm campaign

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

That’s not to say these clothes won’t sell (they’re basic enough that they inevitably will) but that hiring someone with a particular style and appeal, and then not playing to it, seems something of a wasted opportunity.

You can view all of the Solve Sundsbo photographed Lana Del Rey campaign by clicking on the thumbnails.

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