Lana Del Rey has become something of a fashion icon for young aspiring alt-hipster girls the world over— just check out what chicks are wearing this summer— so we almost assumed a big brand retailer would come in and offer her a deal sooner or later. It looks like H&M may be the first. Page Six reports (although it didn't exactly confirm) that Del Ray is the new face of the Swedish brand. She's shooting a campaign in NYC for them, which is fueling the speculation. Details to come as they emerge.