The news turned out to be true after all. Lana Del Rey will be the face of H&M for the upcoming fall and winter collections. See the first photos of the campaign up next.

The last month was filled with a multitude of speculations regarding the possibility of a collaboration with indie singer Lana Del Rey. However, despite the prevalence of the rumors, just like in the case of the Maison Martin Margiela project, Swedish label H&M took its sweet time to confirm it. It seems that the star will indeed walk us through some of the most stylish ensembles of the new season and, what's even more exciting, the first pics have already emerged.

H&M PR manager Chloe Bowers briefly motivated this highly inspired choice: "We were looking for a style icon and singer to model our autumn/winter 2012-13 collection and Lana Del Rey was the perfect choice. We think she shows our fall fashion in a very inspiring way.

The theme of the campaign is a modern and feminine woman with a soft attitude. Curves and waist are important in autumn's silhouette." The available pictures are definitely interesting and have a retro flair which suits the star like a glove.

The newest campaign is said to have a strong L.A noir mood. Judging by the picture alone we can tell that elegance with a simple flair and a polished allure is the dominant style direction of the upcoming days. Staying comfy and stylish are the directions worth following.

The star is starting to gain a lot of exposure in the fashion industry lately. Earlier this year, the Mulberry label named one iconic handbag after her. Now the photoshoot by Inez van Lamsweerde and Vinoodh Matadin is presenting a new face of the beloved singer. There will also be a TV commercial where she will record the Fifties song Blue Velvet for the occasion. The film will appear on hm.com on Sept. 19.

Photos via WWD.com