I will always remember the moment at the London College of Fashion's MA Graduate show back in February, in which I overheard one man rather smugly announcing 'I discovered Lana Del Rey'. My initial response being 'did you f##k' before actually stopping and asking the question 'who is Lana Del Rey again?'. 
Naturally the sultry song 'Blue Jeans' and a rather epic remixed 'Born To Die' thundered their way into the catwalk setlist. Needless to say, in amongst the transparent perspex, the organza neon dresses and the metallic futuristic cuts, I found myself loving Miss Del Rey. Hanging on every word and have never looked back. Today is no different, as Lana i.e Elizabeth Grant preps the release of the Paradise Edition of her successful, critically acclaimed album Born To Die. Featuring nine new tracks. One of which is the stunningly haunting pop-ballad 'Ride' serving as the projects lead single.
Del Rey is also the new face of H&M's Autumn/Winter campagin if you haven't noticed the billboards, blog sites and slightly disturbing television spots. Showcasing vintage/artistic prints, peplum designs, tweed shift dresses, angora sweaters, the occasional pastel shade and jewelled embellished collars. Recording a cover of cult classic 'Blue Velvet' as a promotional track for both H&M and The Paradise Edition. Naturally shooting a quirky and slightly sinister video as part of H&M's campaign was a must. 
A video for 'Ride' has been shot in Las Vegas with the track available to download now. Lana Del Rey's Born To Die: The Paradise Edition drops November 12. Take a listen to Lana's phenomenal new effort 'Ride via the clip below and as an added bonus check out Lana giving it rice as only she can in H&M's advert featuring her cover of 'Blue Velvet'.
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