Singer Rita Ora has joined forces with budget-friendly retailer Primark to create a fashion collection inspired by her unique personal style.
The inaugural Rita Ora x Primark collection is set to make its debut on September 19, 2023. It will be accessible at all Primark outlets in 16 markets, enabling shoppers to embrace Ora’s iconic style without breaking the bank.
According to Primark, the collaboration has been in the works for nearly two years, focusing on creating timeless fashion pieces that can be cherished, worn, and shared across multiple seasons.
Ora, a singer-songwriter and longtime Primark enthusiast, collaborated closely with the retailer on the collection, from the initial design phase to production, and she even took the time to familiarize herself with the inner workings of Primark. She also partnered with the up-and-coming London-based designer Jawara Alleyne, who was previously part of Fashion East’s talent incubator during London Fashion Week. The collection was further enhanced by the styling expertise of her personal stylist, Pippa Atkinson.
With a core concept of “versatility for all,” the Rita Ora x Primark collection will provide shoppers with a slice of her distinctive style, encompassing a wide range of categories such as knitwear, denim, tailored pieces, casual attire, and outerwear. Additionally, the collection includes accessories and footwear.
This expansive collection comprises 169 pieces, serving a “day to night” theme that mirrors Ora’s preferred fashion choices, and it incorporates a variety of styles, ranging from everyday essentials to striking evening ensembles. The casualwear selection includes hoodies and T-shirts adorned with symbols that hold personal significance to the singer, with nods to her recently released album, ‘You & I.’
The collection has been designed keeping sustainability top of mind, with Ora visiting Primark’s Sustainable Cotton Programme in India.
Furthermore, roughly two-thirds of the clothing in the collection incorporates recycled or more environmentally friendly materials, and five styles have been designed with a focus on circularity. These measures align with Primark’s ambitious goal of having 100% of its clothing made from recycled or more sustainable materials by 2030, a substantial increase from the current 50% achievement.
“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,” Ora said.
The Rita Ora x Primark collection will be accessible across the U.K., Ireland, the U.S., and Europe. Prices will vary, starting at $5 for accessories, $5 for clothing, $28 for outerwear, and $20 for footwear.
Additionally, in the U.K., the collection will be available through the retailer’s click-and-collect service, which is currently being tested in 57 stores across Greater London, North West England, North Wales, and parts of Yorkshire. Recently, this service was expanded to include womenswear.
Photo credit: Primark
