Rita Ora and Primark have teamed up for a multi-season collaboration. Dubbed Rita Ora × Primark, the collection of staples, which allow Ora’s fans to shop her style for less, has been nearly two years in the making. It launches September 19, with the full range viewable on Primark’s website at primark.com, along with a stock-checker.
Primark and Ora worked alongside London-based designer Jawara Alleyne and Ora’s stylist Pippa Atkinson, with a vision of ‘versatility for everyone’. Ora’s style is reflected in knitwear, denim, tailoring, casual wear (including hoodies and T-shirts), outerwear, accessories and shoes. The collection has a “day to night” theme and will include statement evening looks.
Some casual wear items have references to her album, You & I.
The global superstar models the collection, in a photo shoot that took place in Trellick Tower and around Golborne Road in west London.
As a child, Ora visited Primark with her parents, and frequented the Hammersmith branch as a teenager. The company says she is a life-long fan of the brand.
In a release, Ora said, ‘Throughout my life, I have always wanted to look stylish, and when I was younger, I couldn’t have done that without Primark. I could always stretch my budget with so many great pieces from Primark. Honestly, that is really when I learned how to get creative and play with fashion. Creating this collection with Primark has been very nostalgic for me, and I can’t wait for the world to see it!’
Jermaine Lapwood, director of future trends and innovaiton at Primark, said, ‘In a world of collaboration overload, it’s more important than ever for brand partnerships to be rooted in genuine authenticity and connection. We’ve known Rita to be a Primark fan for a long time, but it was only when we ran into her almost two years ago and got chatting that we realized the extent of her love for the brand. The instant chemistry between both parties was undeniable, and today, following months of collaboration, I’m so proud to be revealing Rita Ora × Primark. Bringing together the best of Primark and Rita, I hope the collection allows customers to express their true selves and to show their inner Ora.’