While music journalists have been reserved in their praise for alt femme fatale Lana Del Rey (New Yorker critic Sasha Frere-Jones described her music as “theatrical, noncommittal and better on recordings than in person”), the fashion world has gone gaga for the Born to Die singer. British luxury brand Mulberry was one of the first to recognize her star power, giving the signer her own namesake handbag and seating her front row at its London Fashion Week show. She’s also appeared on the cover of Vogue UK—no small feat for a girl whose first hit song came out less than a year ago.
In January, Del Rey’s plump lips, long wavy hair, and willowy figure landed her a deal with Next Model Management, a move that just paid off. The lightning-rod singer has picked up her very first modeling gig, and it’s a big one. Leading retailer H&M has confirmed that Del Rey will front its fall advertising campaign. The Swedish fashion chain’s creative director describes the mood of the ads as “very LA noir,” which seems in congress with Del Rey’s self-described “gangster Nancy Sinatra” image. Two photos from the campaign have been released, both featuring a peach angora sweater with peach jeans. In each, Del Rey pouts and appears both sexy and slightly awkward. It’s… a start?