Lana del Rey as the new face for H&M

It is of no surprise, after Lana has been signed up by Next modelling agency and Mulberry have  named a handbag after her that she is belived to be an "inspiration" for many customers as Chloe Bowers, H&M PR Manager, said: 'We were looking for a style icon and singer to model our fall collection and Lana Del Rey was the perfect choice.
We think she shows our fall fashion in a very inspiring way.'

 Lana will star in Press ads and a commercial for the brand plus, a minifilm will be released on h&m.com on 19 September, which stars the 26-year-old performing a cover of 'Blue Velvet'.

The theme of the campaign is a modern and feminine woman with a soft attitude, curves and waist are important in autumn’s silhouette, with a focus on knitwear and tweed, the store says.
Colours include powder tones and accessories in wine red.

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

The campaign was shot by Inez van Lamsweerde and Vinoodh Matadin.

I love the pink earrings and the pale pink angora jumper and of course her trademark bouffant!