Rihanna will front Balmain's Spring'Summer 2014 advertising campaign.Reuters

Rihanna is the new face of French fashion house Balmain.

The pop superstar, who previously fronted campaigns for Armani Jeans, MAC and River Island, will star in the label's forthcoming spring/summer 2014 campaign. The adverts are scheduled to appear in a range of fashion titles from January.

Her new role as brand ambassador comes as no surprise as the 25-year-old star is a long-time Balmain fan and has been frequently spotted in their designs.

"In front of the camera, she makes you feel like she is the only girl in the world," the label's creative director, Olivier Rousteing, told WWD.

"When the woman that inspires you wears your creations, your vision feels complete," he added. He described Rihanna as the "icon" of his generation who was uncompromising, fresh and modern.

The campaign shot in New York by Inez van Lamsweerde and Vinoodh Matadin shows the edgy singer sporting an ultra-feminine curly bob.

In one picture, the Diamonds singer is wearing a pink dogtooth check coat with rounded shoulders and turned-up cuffs.

Another picture sees Chris Brown's former girlfriend in a denim top and high-waisted denim trousers.