Chloe Bowers, public relations of H&M, talked to Vogue.co.uk about the choice of Lana Del Rey as the newest face of H&M, for autumn campaign and Christmas adverts.

“We were looking for a style icon and singer to model our autumn/winter 2012-13 collection and Lana Del Rey was the perfect choice, We think she shows our fall fashion in a very inspiring way. The theme of the campaign is a modern and feminine woman with a soft attitude. Curves and waist are important in autumn’s silhouette.”