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FASHION NEWS: Lana Del Rey Is The New Face Of H&M

Swedish retail giant H&M has announced that Lana Del Rey is the new face of their Fall/Winter 2012 campaign. Rocking her signature beehive ‘do, the “National Anthem” singer—real name Elizabeth Grant—dons a powder pink angora sweater and matching pants in her first fashion campaign, which was shot by Inez van Lamsweerde and Vinoodh Matadin.

“The mood is very LA noir.” Donald Schneider, H&M’s creative director, told WWD. “It’s inspired by our fall collection.”

Lana has also performed a cover of “Blue Velvet” for a minifilm that will be released on hm.com on September 19. Edits of the film will then be used for TV commercials.

The 26-year-old singer has quickly becoming a fashion fave in the last year, having landed a modelling contract with Next Model Management, appearing on the cover of British Vogue, and having a Mulberry bag named after her.

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