The Barbados pop-star will be the face of Gucci’s new UNICEF ad campaign.

The 20-year-old is part of the label’s first ad campaign called “Tattoo Heart” and will feature special-edition products made for UNICEF. On top of this, 25 per cent of all sales will be donated to charity which fights for human rights.

In preparation, Rihanna took part of a four hour photo-shoot with fashion photographers Inez can Lamsweerde and Vinood Matadin. The photos themselves won’t be available for our eyes until December issue magazines hit newsstands.

Rihanna was chosen after Frida Giannini, Gucci’s creative director saw her perform at a UNICEF fundraiser in February.

“When we decided to dedicate a full ad campaign, more than just creating products, to really come out and show our commitment to UNICEF, we wanted someone with strong personality,” Giannini told Elle UK.

She couldn’t be more right. Rihanna’s dedication and personality can be seen through her own charity, The Believe Foundation which helps children receive food and medicine.

Her fashionista side also helps. Rihanna is always seen in front row seats at Fashion Week, rocking the latest labels and now she is set to launch her own collection.

“I felt a musician and a beautiful woman was the perfect icon for this campaign,” said Giannini.

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Arti Hello World, I am a second-year journalism student in Toronto. I love investigating western and foreign culture and finding out the endless possibilities with living and fashion. People say it's my blood to be cheap, but I use it as a tool to be a smart-shopper.
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