A modern, feminine woman with a soft attitude — a singer who is a style icon — this was the brief that the marketing department of H&M described for the face of their autumn collection 2012. And new-ish songstress Lana del Rey was just the girl to fill it. I mean she has had a Vogue cover and a Mulberry bag named after her this year already so it makes sense.

Personifying their collection, in a shoot by Ines & Vinoodh, Lana sings the song Blue Velvet for the ad campaign that will be released in mid-September. We will keep a look out for it.