Born to Die was officially released on January 31, 2012 worldwide, and reached number one in eleven countries, though critical reaction was divided.The same week, Del Rey revealed that she bought back the rights to her 2010 debut album, and had plans to re-release it in the summer of 2012 under Interscope Records and Polydor. Contrary to Del Rey's press statement, her previous record label and producer David Kahne have both stated that she bought the rights to the album when she and the label parted company, due to the offer of a new deal, in April 2010.Since, Born to Die has sold nearly 2.8 million copies worldwide, making it one of the best-selling albums of 2012.In the United States, Born to Die charted on the Billboard 200 album chart well into 2012, lingering at number 76, after 36 weeks on the chart.
In May 2012, British pop star Cheryl Cole confirmed that Del Rey would write for her new album A Million Lights. Cole described Del Rey as "super-talented", and talked of how she came to the decision to approach Del Rey, saying: "I noticed Lana about a year ago. I was hearing these songs that were really fresh to my ear and amazing and I asked the guy who she was and he said, "Watch out for her, it's a girl called Lana Del Rey".On June 15, 2012, A Million Lights was released featuring the song "Ghetto Baby", written by Del Rey.
Del Rey, appearing in a promotional photoshoot for the Jaguar F-Type automobile in 2012.
In an interview with RTVE on June 15, 2012, Del Rey announced she has been working on a new album due in November, and that five tracks have already been written, two of them being "Will You Still Love Me When I'm No Longer Young and Beautiful" and "In the Land of Gods and Monsters" and the other track titled "I Sing the Body Electric," which was performed and announced as one of her songs at the BBC Radio1's Hackney Weekend. In an interview with Tim Blackwell for Nova FM in Melbourne, Australia, Del Rey added that her upcoming November release would not be a new album, but more like an EP, which she described as the Paradise Edition of Born to Die. Del Rey stated that the new release would have around seven new songs.
On July 17, 2012, it was confirmed by H&M that Del Rey would be modeling and recording a cover version of "Blue Velvet" for their 2012 Autumn Campaign. On August 22, 2012, executives announced that Del Rey would endorse their new Jaguar F-Type which was unveiled by Del Rey at the Paris Motor Show in September 2012. Adrian Hallmark, Jaguar's global brand director, explained their choice, saying Del Rey had "a unique blend of authenticity and modernity."
In September 2012, Del Rey told Vogue Australia that she is interested in working for the movie industry, stating "When I was starting, I had a vision of being a writer for film and that's what I am doing now. I'm so happy. Hopefully I will branch into film work and stay there. That will be my happy place. I'd like to stay in one place for a long time." She also told Vogue Australia that she suffers from stage fright when performing, saying "I love to take care of the songs – that's my natural place – then, when I get on stage that's not my element. Sometimes I kneel down because I am trembling, or touch the audience because I don't know what else to do. She also said that she will not be working on a further album, saying "I don't think I'll write another record. What would it say? Everything I wanted to say, I've said already."
On September 13, 2012, the lead single for the Paradise Edition of Born to Die was confirmed to be called "Ride".A music video for the single had recently been shot in the Las Vegas metropolitan area. On September 15, the music video for "Blue Velvet" was released through H&M. On September 20, Del Rey's third promotional single "Blue Velvet" was released.Del Rey's sixth single "Ride" was released on September 25. Del Rey's Paradise Edition of Born to Die is set to be released on November 12. The album is available to preorder, offering an immediate download of "Burning Desire". On October 10, Del Rey premiered the music video for "Ride" at the Aero Theatre in Santa Monica, California.On October 12, the music video for "Ride" was released online. Critics panned the video as pro-prostitution and antifeminist, the latter being a word attributed to Del Rey's work since "Video Games".
In October 2012, the H&M 2012 Winter campaign featuring Lana Del Rey was released. This is the second H&M campaign Lana Del Rey is featured in.