Rita Ora is the face of DKNY’s new fragrance – MY NY. The campaign was shot in Times Square, New york by Francesco Carrozzini.

Speaking on the signature scent, Rita, in an interview with WWD said this about her first fragrance campaign with DKNY – “Donna’s a very powerful and confident woman. She comes across as very strong, and that’s what I love about her line. It’s a very confident, energetic line and it’s about women who speak their minds. 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.”

Donna Karen seems to be loving Rita Ora this year. She said “If Rita can’t sell it, I don’t know who can. You’ve got a young, hip woman of New York speaking about it, a woman who goes from day-to-night. I think Rita’s a great representative of DKNY. 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. I love the girl as a person, too. She walks the talk.”

The fragrance is set to sell for $48 to $88 and the ad campaign is set to debut for August 19th.

Congrats RIta Ora.