Singer Rita Ora has scored a role as the new face of Escada, fronting the fashion label's Spring-Summer 2019 campaign, promoting its ‘Heart’ bag. In addition to fronting the campaign – which launches on February 1 – Ora has also customized the Heart bag in her favorite bright red shade, WWD reports. The accessory will go on sale on March 26. A percentage of proceeds from the bag sales will reportedly be donated to the charity Women for Women, which aids women in conflict areas such as the star’s birthplace of Kosovo.

"I‘m so excited and honoured to be the new face of Escada for their #EscadaSS19 campaign," Ora told her 14 million followers on Instagram. "It’s all about strong colours, strong messages and strong women."

"Rita exemplifies the ESCADA spirit: powerful and playful, whilst totally in charge of her own destiny," the brand wrote on its own Instagram page.