Gucci's first full ad campaign for UNICEF will star Rihanna, it has been confirmed.
The Grammy-award winner was tapped by the label to represent its collaboration with the United Nation's Children's Fund.
"We've come a long way from Miss Bisou to Gucci," said the singer, referring to her first ad campaign. "We have grown a lot in the endorsement world. It's an honour to represent Gucci."
Rihanna joined Frida Giannini in Paris last Thursday to take part in the four-hour photo shoot for the project, with Inez van Lamsweerde and Vinoodh Matadin.
Rihanna joined Frida Giannini in Paris last Thursday to take part in the four-hour photo shoot for the project, with Inez van Lamsweerde and Vinoodh Matadin.
"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 a strong personality," Giannini told WWD. "I felt a musician and a beautiful woman was the perfect icon for this campaign."
Along with Rihanna, Gucci's special-edition products will feature in the campaign, titled Tattoo Heart, of which 25 per cent of sales will be donated to the charity.
Along with Rihanna, Gucci's special-edition products will feature in the campaign, titled Tattoo Heart, of which 25 per cent of sales will be donated to the charity.
Meanwhile, the mega star has added further fuel to the fire that she would like to launch her own fashion range, by saying: "I love fashion, so it's only natural for me to want to create my own line. But I want to be very hands-on with it all, and that's something that takes time."
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