Back in June rumors were swirling that Lana del Rey--a newly signed Next model--would be the face of H&M. Today the retailer has not only confirmed the rumor, but released images from the campaign.

While she landed a Vogue UK cover and has a Mulberry bag named after her, this marks LDR's first modeling gig. H&M stuck with the singer's retro aesthetic for the styling, giving her a huge bouffant and smokey cat eyes. Inez and Vinoodh shot the ads.

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

This isn't a one-off gig, either. She'll front ads for the winter campaign, too. And there's a fashion film to go along with the campaign: Del Rey recorded a version of "Blue Velvet" and the video will drop on September 19 on HM.com.

What do you think of her campaign?

Click through to see more images.