Lana Del Rey for H&M

A match made in heaven!

After much speculation about the exciting collaboration, H&M has finally announced that singer Lana Del Rey is the new face of the Stockholm-based clothing brand. The singer, who rose to fame through her viral hits “Video Games’ & “Blue Jeans” will grace the brand’s autumn/winter 2012 ad campaigns.

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Chloe Bowers,the PR Manager for the global brand said in an interview, “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.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.”

Lana Del Rey, who captivated the hearts of many with her debut album ‘Born To Die’, has been making the rounds in the fashion world as well. Just recently,English brand Mulberry named one of its handbags after the singer. Del Rey has also graced the cover of Vogue Magazine and was hailed by fashion critics as one of this generation’s newest style icons.

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The advert images, photographed by Inez van Lamsweerde and Vinoodh Matadin will showcase the retro-vintage aesthetic of Del Rey wearing a pale pink angora jumper and matching trousers with the singer’s signature 60’s hairstyle. In addition to the much anticipated adverts, Lana Del Rey will also cover Tony Bennet’s classic, “Blue Velvet” and will star in a short film to support the brand’s campaign.

In the meantime, fans can enjoy the singer’s music video for her latest single “National Anthem” off her debut album “Born To Die”.

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