Lana Del Rey for H&M

Lana Del Rey for H&M © Inez van Lamsweerde and Vinoodh Matadin

Hight Street giant H&M have announced that American beauty, Lana Del Rey, is to be new iconic face of the brand.
What may come as a surprise to many considering H&M is a proud European brand, may come as old news to others as reports and rumours first started circulating in early June with both sides denying any collaboration.
Not only has the "Born To Die" already landed herself on the cover of Vogue, she's also had a Mulberry Bag, The Del Rey, created in her honour. The singer is set to feature in the shop's Autumn/Winter collection as well as its Christmas adverts.
The beautiful images, photographed by Inez van Lamsweerde and Vinoodh Matadin, show Miss Del Rey in her iconic retro style, teaming a gorgeously feminine pink angora jumper with thick black lashes and 60s beehive. Focusing on the female shape, H&M promises feminine and dainty clothes that flatter a women's waist and hips. Furthermore, it has also been revealed that Lana will feature in a small film advert for the brand singing a 60s classic, Blue Velvet.
It seems as though the strawberry blonde bombshell cannot put a foot wrong as she becomes the epitome of feminine beauty and 60s fashion. The collection proves promising and exciting and here at Fashion By Mimi, we cannot wait to hit the shops and buy that gorgeous jumper. With Lana's signature look fast becoming adopted by other fashionistas, it seems the 60s are definitely due for a revival this Autumn.