Rita Ora wants to bring a fun side to Rimmel with ''crazy'' beauty looks.

The 'How We Do' singer - who is British cosmetics giant's latest beauty ambassador - came up with the idea of modelling daring, bright make-up trends in her their new ads because she thinks it epitomizes her own unique style and offers the brand a different vision of beauty.

She explained to Britain's Cosmopolitan magazine: ''Kate Moss is iconic, and Georgia May Jagger is an English rose; she's gorgeous. Me, I like exaggerating a colour and being over the top.

''So when Rimmel approached me, I said, 'I'd love to do it, but can we go crazy and do bold colours?' I learnt a lot from them, and we really mixed and matched our ideas.''

Rita was involved in the creative process and took care naming the products in her purse-friendly collection, which she says reflect her ''cheeky'' side.

She giggled: ''I had fun with the creative gang, naming these colours that represent my cheeky side. The orange nail polish is called Orgasm, and there's White Hot Love, and Breakfast In Bed is a mint green... You get where it's going!''

The Rita Ora Collection for Rimmel is available from 17 March.