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Lana Del Rey is the new face of H&M. Rumours first emerged of the pairing in June, but the company refused to comment at the time. The Vogue cover girl will star in its Autumn campaign as well as its Christmas adverts.
“We were 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.”
The images, photographed by Inez van Lamsweerde and Vinoodh Matadin, see the musician showcasing her signature retro style – wearing a pale pink angora jumper and her trademark 1960s-inspired black eyeliner.
Del Rey will also appear in a television advertisement for the brand and will record Fifties song Blue Velvet by Bobby Vinton for the occasion. The mini-film will be released on September 19.