This past July one of the most important announcements was made in favor of all of humanity. No, I'm not talking about the Higgs Boson discovery - I'm talking about something far more impressive in scope and application. At least for me. While particles are busy colliding somewhere in some contraption in Switzerland - two other brilliant things are also colliding: Music & style. 


The announcement I'm so fondly referring to (if you haven't already heard) is the collaboration between Swedish multinational retailer, H&M and nearly overnight music sensation, Lana Del Rey, who has now become their new spokeswoman. 


[Pause for applause]


Now although you may not know exactly what this means for you yet, be assured that the impending result will be gut wrenchingly, wallet emptying...ly fabulous. 


Lana has since her very first moment in the spotlight, been elevated to fashion icon status. After all, it wasn't hard to do. Look at her! She has her fair share of haters, best believe - but even if you can't handle those pouty duck lips and deep crooning voice, you've at least got to admit, that girl could probably make a fast food carryout bag look sexy. 


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H&M isn't the  first fashion related affair she's been involved in, though. In May, Mulberry, an English luxury brand released its highly anticipated "Del Rey" handbag in honor of the songstress. The bag was of course carried around by other fabulously stylish celebs like Sienna Miller, Jennifer Lawrence and Arizona Muse. 


Oh, but it doesn't stop there. 


NEXT Model Management, a global modeling force to be reckoned with has also signed on Del Rey. One more pretty face to add to their ever growing collection of total hotties (ex. Karlie Kloss, Petra Nemcova, Anja Rubik). 


As far as when to expect the release of this brilliant new campaign, just keep your eyes peeled for the autumn / winter 2012 collection which was described by H&M PR manager Chloe Bowers as "a modern and feminine woman with a soft attitude." Bowers went on to note that there will also be a lot of attention spent on fall's silhouettes, which will accentuate curves and the shape of the waist. 


Sounds good to me!


Del Rey will also be appearing in H&M's upcoming Holiday ads as well as appearing in a television mini-film advertisement featuring her rendition of the classic 1950's song, "Blue Velvet", to be released September 19th.


Images via Inez van Lamsweerde and Vinoodh Matadin for H&M
Quote via Chloe Bowers for Vogue UK