It's a good time to be Lana Del Rey. The singer, fresh off her turn as the global face of H&M's fall advertising campaign, now resurfaces in a series of ads touting Jaguar's new F-Type. The company has pinned its hopes on the sleek two-seater, due to make its global debut at the Paris Motor Show next month.
But the photos contain no glimpses of the automobile. Rather, one features Del Rey in a sunhat and heavy gold jewelry, perched seductively on a swimming pool's handrails. A second has her posing on a chaise lounge.
Why Del Rey? According to Adrian Hallmark, global brand director for the luxury automobile company, it's because she and the car have a lot in common.
"The allure of Jaguar is in large part due to its duality," Hallmark says in a statement. "She has a unique blend of authenticity and modernity, which are two values we believe are shared with Lana in her professional achievements."
Ironically, the singer's persona and debut album were derided by some in the music press as being a derivative attempt at channeling 1960s pop nostalgia.
The campaign is part of a major push from the company to regain its traction among the young, hip driving elite. Last week. they hosted a press conference at New York's Standard Hotel, then walked journalist's across the city's elevated Highline walkway to a skating rink housed beneath a giant igloo. There they found Tracy Morgan and Johnny Weir waiting to entertain them.