Channeling a lounge singer lost in time, Lana Del Rey crooned her way through H&M’s Fall 2012 campaign—velvet voice, velvet dress, and a velvet rebellion to match.
There’s a reason Lana Del Rey’s H&M campaign from September 2, 2012 still lingers in the fashion memory bank like a half-forgotten melody. Shot by Inez & Vinoodh, the photoshoot was more than a brand moment—it was a mood manifesto. Think David Lynch meets department store chic.
The setting? A stage bathed in red velvet curtains, with Lana front and center in a white bodycon dress that clung like a whisper. The silhouette was classic—long sleeves, high neckline, and a hem that grazed the knees—but the effect was anything but tame. It was the kind of look that could’ve walked straight out of a 1960s supper club, martini in hand.
Her accessories were minimal, letting the dress and her presence do the talking. A microphone stand, gripped with both hands, became part prop, part power symbol. The lighting—low, moody, cinematic—cast shadows that felt deliberate, like a noir film still. You could almost hear the static hum of a reel-to-reel tape spinning in the background.
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