Lana Del Rey for H&M Autumn 2012

After speculation arose in June, it has now been confirmed that Lana Del Rey is the new face of H&M! The pout-lipped singer stars in the retailer's new global autumn 2012 campaign which will be followed up by a second campaign for winter.

The ads reflect Lana's penchant for Sixties fashion which includes winged eyeliner, a pale/nude lip and long bouffant hair. With her image likened to that of a young Priscilla Presley, the fashion world has sat up and noticed her from day one. So far she has already had a Mulberry bag named after her, and was signed to Next modelling agency in January. And it seems joining an agency has done the trick with H&M coming now a knockin'!

Lana Del Rey for H&M Autumn 2012

Speaking of the look and feel of the campaign, H&M's creative director, Donald Schneider said: "The mood is very L.A. noir. It's inspired by our fall collection."

The print campaign was photographed by Inez van Lamsweerde and Vinoodh Matadin, and features Del Rey in a soft pink angora jumper. Together with the ads, Lana has also recorded a cover of 'Blue Velvet' for a minifilm which will be released on on September 19. Reworked versions of the film will be used and distributed for TV commercials. I can't wait!

[Via WWD]