Gucci has been pretty active raising money for UNICEF, the United Nations Children’s Foundation, and in it’s latest project, it’s chosen Rihanna as the face of the campaign. Gucci designed a collection called “Tattoo Heart” all the pieces feature a “tattoo-style heart motif” and 25% of the proceeds from the sale of the collection going to UNICEF. This is not the first time Gucci and Rihanna have worked together: In February, Rihanna performed at a Gucci fundraiser for UNICEF and helped raise $5.5 million. Frida Giannini, the designer for Gucci, explained her choice:
So 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.
The ads were shot in Paris by Inez van Lamsweerde and Vinoodh Matadin and will be in December magazines.
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