Nicki Minaj is the new face of Roberto Cavalli.

The 'Anaconda' rapper was chosen by the Italian label's founder, Roberto Cavalli, to star in his eponymous brand's spring/summer 2015 campaign as she ''embodies the exuberant and modern femininity of the Cavalli woman''.

The 74-year-old fashion designer also revealed he chose the voluptuous star to encourage women to embrace their curves.

He said: ''I chose Nicki Minaj because she embodies the exuberant and modern femininity of the Cavalli woman.

''In recent years we have become accustomed to women castigated in clothes that hide their body shapes.

''With this campaign, I wanted to send a strong countertrend message. I wanted a sensual woman who is aware of her body, who is not afraid to show her curves, rather she make them as a strength.''

The campaign - which features Nicki sporting flamboyant, tribal-inspired designs - was shot by Francesco Carrozzini.

Nicki has taken over as the face of the label from fellow singer Rita Ora - who fronted their winter campaign for 2014.

Meanwhile, Roberto - who is spending the holidays with his wife and family in his hometown Florence - recently confessed he will soon be swapping his luxury apparel for an iconic Father Christmas outfit.

The designer - who has children Robin, Christiana, Rachele, Daniele and Tommaso with his wife Eva, and seven grandchildren - said: ''Of course I'm going to be Santa Claus, what do you expect? I have seven grandchildren.''