Lana Del Rey The New Face of H&M

Lana Del Rey has been unveiled as the star of H&M's autumn/winter 2012 campaign.  

"The mood is very L.A. noir," Donald Schneider, H&M's creative director, told WWD .  

"It's inspired by our fall collection." The fashion site published two of the ads, shot by Inez van Lamsweerde and Vinoodh Matadin, spotlighting the songbird in a pink angora sweater and charming peach-colored pants.

Del Rey has become quite the fashion darling, appearing on the March cover of British Vogue, having a Mulberry bag named after her, and being snatched up by Next Modeling agency.

Lana will appear in another round of ads come winter and will star in a commercial, out Sept. 19, that'll involve her singing the 1950s hit "Blue Velvet."

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