Lana confirmed as the new face of H&M

Singing star Lana has been confirmed as the new face of High Street retailer H&M. Stories had been circulating that advertisements had already been shot featuring the 26-year old singer and H&M, in an interview with WWD, said that Lana had been confirmed as featuring in promotions for the retailer’s autumn offering.

Lana has been prominent in fashion circles ever since breaking into the music industry in late-2011. Well known for her sultry and sombre styles, creative director for H&M Donald Schneider claims Lana has just the look the store is looking for to promote its new range of styles.

In one shot, Lana looks delectable in diamond earrings and a pink angora sweater and posed for pictures by respected photographers Vinoodh Matadin and Inez van Lamsweerde.

WWD reports that Lana sings a cover of Blue Velvet for a short film to be released on hm.com in mid-September. It is expected that a shortened version of the video will form the basis of a TV advertisement promoting the H&M range.