Lana Del Rey Is The New Face of H&M's 2012 Fall Campaign (Photo : Reuters)

High street giant H&M have confirmed rumors that Lana Del Rey is the global face of their autumn/winter campaign.

"The mood is very L.A. noir," Donald Schneider, H&M's creative director, told WWD . "It's inspired by our fall collection." Del Rey - real name Elizabeth Grant - wears a pale pink angora jumper and matching micro shorts with her hair in its trademark beehive in the campaign, which was shot by Inez van Lamsweerde and Vinoodh Matadin.

Rumors first surfaced at the end of last month when the New York Posts' Page Six reported a source as claiming Lana Del Rey was in the process of shooting with the Swedish brand.

The star, who released her debut album in January this year, has been welcomed into the fashion industry with open arms, appearing on the cover of British Vogue 's March 2012 issue, having a Mulberry bag named after her and being signed up by model agency Next Models.

Del Rey has also recorded a cover of Blue Velvet for a short film that will be released on September 19 via hm.com. Edits of them film will then form television commercials.

It's another coup for H&M who are already gearing up for forthcoming collaborations with Maison Martin Margiela and Anna Dello Russo , both of which are set to land in stores later this year.

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