Rita Ora shooting a campaign for DKNY.
Photo: @donnakarandkny Instagram
Usually when a brand shoots an ad campaign, the location-of-choice falls under one of a few categories: exotic and tropical, quiet woodlands, or private undisclosed studio space. The shoot that went down yesterday starring Rita Ora for DKNY? None of the above. When your design house reps New York in its name, it’s kind of impossible not to live and breathe the “Empire State of Mind” into all you do, especially in your outward-facing brand messaging. Plus, what better way to create buzz about your campaign than to shoot it in the heart of Times Square on a summer afternoon?
Not only is the new gig particularly noteworthy because just weeks ago, Rita unveiled her campaign as the face of Material Girl, but also, because Ora’s new stint as a DKNY brand ambassador follows right in the footsteps of her BFF model Cara Delevingne. Cara starred in both the DKNY Spring/Summer 2013 campaign AND in ads for the ’90s-inspired DKNY x Opening Ceremony collaboration collection.
Even BFFs do things separately, though, and a brand will make more waves if it keeps changing up which PYT is their face of the moment. Thus, the passing of the baton from one bestie to another. From what we’ve seen on Instagram and paparazzi snaps, Rita poses on top of yellow cabs and treads asphalt in DKNY’s Resort 2014 collection—a lineup of streetwear-inspired separates in both bold candy colors (yellow, magenta, cobalt) and the New York fashion staple: black. Instagram pics are great (and videos are even better), but we still can’t wait to see the real deal, finished campaign whenever it ends up rolling out!