Lana Del Rey is the new face of H&M and she will star in its autumn campaign, as well as the Christmas adverts.
'' We are looking for a style icon and singer to model our autumn/winter 2012-13 collection and Lana Del Rey was the perfect choice'', said H&M PR manager Chloe Bowers.'' We think she shows our fall fashion in a very inspiring way.The theme of the campaign is a modern and feminine woman with a soft attitude. Curves and waist are important in autumn's silhouette''.
Del Rey will also appear in a television advertisement for the brand and will record the Fifties song Blue Velvet for the occasion. The film will be released on September 19.