Exclusive Video: Behind the Scenes of Lana Del Rey's H&M Campaign

The singer does what she does best in the brand's first video snippet

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Lana Del Rey recently shot a highly anticipated video for H&M’s fall campaign and while it’s not out until Sept. 20, PEOPLE has a first look at what went down on set. And yes, it’s as dramatic, intriguing and unique as you’d expect a collaboration between the retro starlet and H&M to be.

Instead of shooting a traditional commercial, H&M decided to create a full-length music video for the ad — even having Del Rey record a cover of the classic tune “Blue Velvet.” It has a definite L.A. film noir quality about it, which immediately drew us in and perfectly plays off the singer’s moody, vintage Hollywood image.

Del Rey is seen in various settings including a telephone booth, a therapist’s office and a motel room — all while wearing creations from the H&M fall collection. Though we won’t be able to put the pieces of the puzzle together until the commercial is released next week, we can say one thing for sure: This video is going to be awesome. Also awesome: the clothes from the fall collection. We’ve already got a few pieces picked out.

The H&M fall collection will be available to view online and to purchase in stores starting mid-September. Tell us: Do you think Del Rey is the right fit for H&M? And what do you think of the clothes in the video?

–Jennifer Cress


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