The new scent from DKNY, My NY, enlists singer Rita Ora as the campaign’s face. The UK-raised blonde previously starred in the label’s resort 2014 advertisements. “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,” Donna Karan told WWD. The campaign was shot in Times Square by Francesco Carrozzini while the fragrance’s bottle is heart-shaped. An online campaign will launch in August for the scent as well.