Rihanna to front Gucci UNICEF ad campaign

The 20-year-old popstar from Barbados will star in the Italian fashion label’s first ad campaign called ‘Tattoo Heart’ featuring special-edition products for UNICEF, all with a tattoo-style heart motif, from which 25 percent of sales will be donated to the global charity which fights for children's rights.

Rihanna took part in a four hour shoot with fashion snappers Inez van Lamsweerde and Vinood Matadin, but we won’t get to see the images until December issue magazines hit the stands. Frida Giannini, Gucci creative director, picked Rihanna after seeing 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 a strong personality," Giannini explained. "I felt a musician and a beautiful woman was the perfect icon for this campaign."

Giannini couldn’t be more right. Rihanna is just about the perfect blend of fashionista and philanthropist. She set up her own charity, The Believe Foundation, in 2006 to help children in need of food and medicine and loves fashion - often spotted in the Fashion Week front rows, she’s now set to launch her own collection. Elleuk.com will keep you informed on when and where you can get your hands on it.

Click here to see Rihanna at the Fashion Week front rows

By Lianne Ludlow

Posted 14 July