Escada is a brand that has always championed powerful women. The label—known for suits that are sharply tailored with squared-off shoulders, gold buttons and nipped waists—is synonymous with a certain career-minded, influential woman. It’s a brand of fierce femininity that has been worn by royals, politicos and CEOs. And now British pop star Rita Ora, she of the fiery red lips, platinum hair and unabashed risk taking. She of a millennial mindset that will help the German fashion house reach a new generation of career-minded, influential young women. As part of her brand ambassadorship, Ora is the face of Escada’s new Heart bag, which the singer customized in her favorite—and now signature—bright red shade. “The heart is what I think about when I think of Escada,” says Ora. “I absolutely love the bright color and bold shape.” And because fashionistas today are as interested in doing good for the world as they are in the latest trends, proceeds from Ora’s Heart bag will be donated to Women for Women, an international charity that creates social and economic empowerment programs to support women in conflict areas like South Sudan, Afghanistan and Kosovo, where Ora was born. “The best thing about the Heart bag is the message behind it,” the 28-year-old singer says. “You can be who you want to be, challenge the rules and feel confident doing so.” Right on.