Lana Del Rey is the new face of H&M

Singer Lana Del Rey has been unveiled as the star of high street store H&M's autumn/winter 2012 campaign.

Lana Del Rey in H&M's latest campaign

High street giant H&M have confirmed rumours 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.

Rumours first surfaced at the end of last month when the New York Posts' Page Six reported a source as claiming 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.

FG10 sniffs Collaboration: Martin Margiela for H&M?

Maison Martin Margiela is said to be the next designer brand set to collaborate with high street giant H&M.

Maison Martin Margiela will be the next luxury brand to collaborate with Swedish chain H&M, if reports on WWD are to be believed.

According to "market sources" as well as the Telegraph's article, H&M will announce the news soon, although at the moment they are declining to comment. If true, Margiela will be following in the footsteps of Lanvin, Versace and Marni, amongst others, all of whom have created high street-ready versions of their famed designs, causing hoards of frenzied fans to queue for hours outside H&M stores to get their hands on cut-price pieces.

Established by publicity-shy Belgian designer Martin Margiela in 1989, the house is famed for its cleft-toe boots, deconstructed tailoring and surrealist approach to classic fashion. It was bought be Diesel founder Renzo Russo in 2002, and Margiela later left his position as creative director at his eponymous label in 2009, although his unique design characteristics very much remain. Upon Margiela's departure, no replacement creative director was appointed and the house now works and speaks as a team with no appointed public spokesperson.

H&M are currently gearing up for the release of an accessories collection in collaboration with Vogue Japan fashion director and all-round fashion extrovert Anna Dello Russo. Entitled AdR for H&M , it will hit stores on October 4.

FG10 falls for H&M's 2012 Fall looks

Nothing surprises me anymore when it comes to H&M.. 

seems like they are on to something us Fashionistas need to catch up on...

FG10 falls head over heels with this collection

for reasons only the pictures can tell....

ENJOY

HOT COLLABORATION: H&M X Anna Dello Russo

Anna Dello Russo to design an over-the-top accessories collection for H&M

“I am excited by this collaboration: this is the first time H&M involves a Fashion Director in a special project. This is the sign of an important evolution in fashion, and I am both thrilled and humbled to be the one chosen to lead it. I wanted to create precious accessories that are impossible to find. As a stylist I know accessorization is essential; it is the personal touch to any outfit. With these pieces everybody can have fun, turning an ordinary day into a fantastic fashion day,” 

says Anna Dello Russo.

Famously described by photographer Helmut Newton as a “fashion maniac”, Anna Dello Russo is one of contemporary fashion’s driving forces. With an unparalleled eye, 

she has shaped the way we see fashion today through 

her groundbreaking work at Vogue Italia, 

where she served as a Fashion Editor for over 12 years 

working with photographers such as Helmut Newton, Michel Comte and 

Walter Chin, and later as the Editor in Chief of L’Uomo Vogue. 

Currently holding the role of Fashion Director at Large 

and Creative Consultant at Vogue Japan, Dello Russo is a darling of the fashion bloggers, whom she likes to please with extravagant get-ups and countless changes of outfits during the world’s fashion weeks.

Available from October 4, 2012, at the peak of the global fashion weeks tour, in around 140 stores worldwide and online. The collection features jewelry, sunglasses, shoes and bags and a trolley allowing H&M customers uniqueness at an affordable price.

H&M Perfect Prints spring/summer 2012 collection!

Summer is just knocking on our doors, earlier in some places than others but we all cant get enough of the sun and with it some light fashion!

Nothing says it better than some Special T-shirts to complete the look!

LOVE THIS!