"Fifty Shades of Grey" cast Rita Ora has apparently helped boost DKNY's perfume sales by as much as 249 percent as DJ Calvin Harris' ex almost suffered a wardrobe malfunction at the Radio 1 Teen Awards.

According to the article from MailOnline, DKNY's signing of "Fifty Shades of Grey" cast Rita Ora as the new face of its latest scene MYNY proved to be propitious.

"Rita has given the Donna Karan fashion house the sweet smell of success with an astronomical 249 per cent uplift on perfume sales," the British tabloid said.

Donna Karan, DKNY founder, said that Rita Ora is perfect for the brand.

"If Rita can't sell it, I don't know who can. 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," the 66-year-old said.

"Fifty Shades of Grey" cast Rita Ora also expressed her admiration for the brand as well as its owner Donna Karan.

"It's a very confident, energetic line and it's about women who speak their minds. The fragrance celebrates New York City, which is unlike anywhere else in the world," she said. "I love the idea of being part of a campaign that captures the spirit of New York and the stories of women here, passionate about their dreams."

Meanwhile, in a report from UK's Mirror, "Fifty Shades of Grey" cast Rita Ora went braless while attending the Radio 1 Teen Awards as a presenter on Sunday afternoon.

"Rita struggled to keep her eye- popping cleavage under wraps in the plunging number," it said. "At one point Rita leaned forward and almost had a serious wardrobe malfunction. We can only assume there was some covert taping to keep those badboys under control."

But DJ Calvin Harris' ex managed to pull away from the supposed wardrobe malfunction and went on to look her best.