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Following rumoured reports earlier in the year, H&M has confirmed the signing of National Anthem singer Lana Del Rey for its autumn/winter 2012 campaign. The Red Pages Hot 100 2012 pick is debuting in the high street store's print and TV ads worldwide from September, marking her first official brand endorsement. 'We were looking for a style icon and singer to model our fall collection and so Lana Del Rey was the perfect choice,' comments H&M Press Officer, Victoria Chappell. Lana's cover of Blue Velvet is forming the soundtrack to the TV commercial, which is directed by Johan Renck.