This is the new face of Saint Laurent

Goth rocker Marilyn Manson has been unveiled as the latest unlikely famous face to front a Saint Laurent campaign.

Nope, this isn't a poorly-timed April Fool, Marilyn Manson really is the new face of the fashion house formerly known as Yves Saint Laurent.

The unlikely casting is another step in creative director Hedi Slimane's mission to revamp the storied fashion house since he took the reigns last year. Manson's image, though a little frightening, does fit nicely with Slimane's grunge-led aesthetic but whether or not the 44-year-old will help shift shed loads of the $4,900 leather jacket he's sporting in the campaign remains to be seen. To give him his due, Manson's charms have previously won over Dita von Teese and Evan Rachel Wood, so there's definitely something about Marilyn, we're just not sure what exactly.

The first promotional image was leaked on Friday by Scene editor Peter Davis, and the unlikely partnership was later confirmed by the brand although the official unveiling of the entire campaign is yet to happen.

Lana Del Rey is the new face of H&M

Singer Lana Del Rey has been unveiled as the star of high street store H&M's autumn/winter 2012 campaign.

Lana Del Rey in H&M's latest campaign

High street giant H&M have confirmed rumours that Lana Del Rey is the global face of their autumn/winter campaign.

"The mood is very L.A. noir," Donald Schneider, H&M's creative director, told WWD . "It's inspired by our fall collection." Del Rey - real name Elizabeth Grant - wears a pale pink angora jumper and matching micro shorts with her hair in its trademark beehive in the campaign, which was shot by Inez van Lamsweerde and Vinoodh Matadin.

Rumours first surfaced at the end of last month when the New York Posts' Page Six reported a source as claiming Del Rey was in the process of shooting with the Swedish brand.

The star, who released her debut album in January this year, has been welcomed into the fashion industry with open arms, appearing on the cover of British Vogue 's March 2012 issue, having a Mulberry bag named after her and being signed up by model agency Next Models.

Del Rey has also recorded a cover of Blue Velvet for a short film that will be released on September 19 via hm.com. Edits of them film will then form television commercials.

It's another coup for H&M who are already gearing up for forthcoming collaborations with Maison Martin Margiela and Anna Dello Russo , both of which are set to land in stores later this year.

Jessica Chastain announced as the face of Yves Saint Laurent Manifesto

The Oscar-nominated actress will front the campaign for Yves Saint Laurent's new fragrance, Manifesto.

Jessica Chastain has been announced as the face of Yves Saint Laurent's latest fragrance, Manifesto.

"Yves Saint Laurent is a brand that inspires me deeply. Since its creation, the brand has conveyed strong values that I cherish, such as an unwavering commitment, absolute love and feminine audacity. This new fragrance is an emblem of it all. I am [excited] to be part of this beautiful adventure," said Chastain, who was Oscar-nominated for her part in The Help .

In turn Stephan Bezy, international general manager of Yves Saint Laurent Beauté at L'Oréal, stated that it was Chastain's "subtle strength", "solar charm" and "free mind" that drew her to the attention of YSL. "Jessica embodies the quintessence of Saint Laurent's femininity, a woman of her day and age, independent, determined, never where you expect her to be," he continued.

According to the Telegraph, the fragrance is named after YSL's seasonal newspaper-sized publication - Manifesto - which was started by former-creative director Stefano Pilati. Containing exclusive news and a first look at the fashion house's coming season collection, it is distributed on the streets of Paris, New York, London, Milan, Tokyo, Hong Kong and Los Angeles each season. Although Pilati has now left the label, the release of a fragrance sharing the same name suggests that the publication will continue under the direction of Hedi Slimane.

The Manifesto fragrance is expected to go on sale in September.