Singer Lana Del Rey has been confirmed as the new face of Swedish high street store H&M.
Lana Del Rey has been confirmed as the new face of H&M.
The 'Video Games' singer will be the global face of the Swedish high street chain's fall advertising campaign and has posed in several 60s-inspired shots.
Donald Schneider, H&M's creative director, told WWD: ''The mood is very LA noir. It's inspired by our fall collection.''
The campaign will launch in September and a second campaign is already planned for winter.
It was first reported Lana would become the face of H&M last month after she posed for the ads in New York although nothing had been confirmed until now.
Earlier this year, luxury label Mulberry created a bag in her honour and she admits it was a dream come true.
She said: ''I love the design, it's a perfect mix between Old School Hollywood and contemporary style. It's an honour that such a classic and prestigious brand would name a bag after me.''
However, the H&M gig is her first modelling role.