Rihanna The Face Of New Charity Campaign

Rihanna is to front luxury goods label Gucci’s UNICEF campaign.

The new campaign – tagged Tattoo Heart – will start in December, and the 20-year-old singer will appear in a series of advertisements promoting the initiative. She is already well-known for her support of both UNICEF and Gucci, after performing at a fundraiser the fashion house threw for the charity at the New York Fashion Week in February.

“When we decided to dedicate a full ad campaign 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,” said Frida Giannini, Gucci’s creative designer.

The campaign will feature a special limited edition selection of Gucci products, with 25% of sales being donated to the United Nations International Children’s Education Fund.

Rihanna is no stranger to helping children in need: in 2006 she established the Believe Foundation to help terminally ill and disadvantaged children around the world, and earlier this year she played a series of concerts to raise awareness and money for her charity.