H&M confirms rumors that Lana Del Rey is the new face of H&M 2012 Fall/Winter collection.

The 26 year-old singer, songwriter is known for her album "Video Games" and "Born to Die" a '50s and '60s style genre, featuring pop culture which is unique and captivating.

The H&M Fall/Winter collections will feature Lana Del Rey in stylish new outfits as well as the new partnership H&M have with Maison Martin Margiela.

According the WWD, the H&M PR manager Chole Bowers describe Lana Del Rey as inspiring choice "We are looking for a style icon and singer to model - Lana Del Rey was the perfect choice. We think she shows our fall fashion in a very inspiring way."

The H&M Fall/Winter collection of Lana was photographed by Inez van Lamsweerde and Vinoodh Matadin, who previously photographed for fashion house Dior, V magazine and celebrities such as Scarlett Johansson, Mila Kunis, Natale Portman and Charlize Theron.

The H&M 2012 Fall/Winter collection will focus on comfort and elegance.