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Whatever else you can say about H&M, it doesn't skimp on its celebrity endorsers. Last winter, on the Super Bowl, it went with David Beckham in his underwear—an obvious choice that led to a pretty tedious commercial, but which was undeniably A-list and Super Bowl worthy. Now, to introduce its women's fall fashions for 2012, it's going with an "it" girl of the moment, Lana Del Rey, the 26-year-old who's ostensibly a singer but who is quickly becoming known more for her work as a model and, yes, brand endorser.
Capitalizing on the air of cool mystery surrounding Del Rey, a self-described "gangsta Nancy Sinatra," H&M throws her into an alternate universe—David Lynch's universe, actually, where she sings "Blue Velvet" in a two-minute short film from Swedish director Johan Renck.
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