Lana del Ray, the new face of H&M

Lana del Ray is the new face for autumn / winter H&M campaign. 

With her 60s styled bouffant hair, winged eyeliner and nude lips, Lana del Ray conquered the hearts of many fashionistas since the beginning. Her look reminding of Priscilla Presley made her sign important contracts like those with Mulberry for a bag with her own name and with Next modelling agency. And now, it's the turn of H&M to choose her as the brand image.

The first session will be made for autumn campaign photographed by Inez van Lamsweerde and Vinoodh Matadin and featuring Lana Del Rey in a soft pink angora jumper.

Regarding this choice, Donald Schneider, the creative director of H&M said: "The mood is very L.A. noir. It's inspired by our fall collection."