The Christmas decorations have barely been put away for the year, but already another capitalist money maker – oops, we mean festive holiday – is on the horizon.

This time it’s everyone’s fave celebration of love, Saint Valentine’s Day, and the ads have already started rolling in – just last week Rihanna stripped off to her pants, bra, and stockings to peddle her Savage X Fenty holiday edit, and now, in a similar vein, it’s Kim Kardashian’s turn to roll out her own romantic undie ad as she reveals both a new collection and a pretty iconic star.

Step forward Lana Del Rey, who’s been shot in the heart by Cupid in a new set of pics in which she steps into a series of sugared almond coloured silky satin slips, teddies, and cute bras and knickers.

Captured by Nadia Lee Cohen, the shoot – in which Lana steps into a human-sized heart-shaped choc box – calls to mind the saccharine greetings cards of the 50s and 60s, and is giving hardcore coquette thanks to the mega XXL bows the looks are finished with.


But while the pics might have that Vaseline-y soft-focus effect – channelling the warm and fuzzy feelings associated with the big L – there’s something a bit more vampy for the divorcées, widows, and singletons among us, as she’s photographed in a floor-length black slip complete with matching veil, skewered through the heart by an enormous arrow and bleeding from the chest. Love hurts, sure, but at least you’ll look cute while you cry.