Barbadian pop singer Rihanna has been selected as the spokesmodel for Gucci’s first UNICEF ad campaign. The star will appear in the fashion house’s Tattoo Heart campaign, premiering in December. Rihanna will be photographed in series of special edition print ads with UNICEF items, twenty-five percent of sales will benefit the children’s charity.

Gucci’s creative director, Frida Giannini, says she chose the songstress because of her “strong personality”.

“When we decided to dedicate a full ad campaign, more than just creating products, to really come out and show our commitment to UNICEF, I felt a musician and a beautiful woman was the perfect icon for this campaign.”