She might be from Britain, but that hasn’t stopped Rita Ora from teaming up with Donna Karan to be the face of her New York-inspired fragrance DKNY My NY. The singer, model and actress has appeared previously in print campaigns for (DKNY NZ) ready-to-wear, and the launch marks her first fragrance campaign for the designer.
The fragrance celebrates New York City, which is unlike anyplace else in the world. I love the idea of being part of a campaign that captures the spirit of New York and the stories of women here, passionate about their dreams,” Ora told WWD.
The campaign was shot in Times Square by Francesco Carrozzini. It will feature print and TV advertising, with a digital ad campaign launching on August 19.
"If Rita can't sell it, I don't know who can. She's full of life, she's about what everyone wants to feel - energy. And I find her ageless. She's like this Energizer bunny who can wear anything from track shoes to stilettos, DKNY to Donna Karan," says Karan.
The digital campaign seeks to break the mold of the traditional fragrance launch, unveiling online before running in print. Consumers are able to share their New York anecdotes by creating a pixelated heart with photos of NYC locations and share it on social media platforms.
