This ad will be closed automatically in X seconds.

Primark grows Rita Ora collaboration with new spring collection

Primark is continuing its ongoing fashion collaboration with Rita Ora with a new spring collection combining a fresh floral colour palette with new designs.

The collection is inspired by the spring/summer 2024 trend of combining two contrasting elements, with Rita’s own style incorporated into each design element.

The pieces are designed to elevate a soft colour palette of pastels with playful floral prints, lace and distressed denim. Standout items in the range include a satin yellow dress with floral and lace detail, a twist on the hero three-piece suit to include a Bermuda short, ruffled blouses and dresses, plus crochet knits in multiple styles.

The latest collection continues to be closely co-designed by Primark and Rita and styled by Rita’s stylist Pippa Atkinson, with 60% of the clothing range containing recycled or more sustainable materials including all the denim clothing pieces.

Rita Ora shared her thoughts on the partnership, saying: “I’m so excited to launch the next stage of my journey with Primark. This time, we’re ready for spring, with pieces that are fun and floral, including casual and dressy options perfect for day-to-night looks or a special occasion. This collection is designed to be worn again and again and really reflect the season. Denim has been a been a style staple throughout our collections, and it’s always been a personal favourite of mine. I love the playful floral prints we’ve added this time around, and I can’t wait to see how these pieces will inspire chic, new looks.”

John McCormack, head of fashion trends at Primark, continued: “With each new collection we’ve been pushing ourselves with Rita and her team to create bolder, more daring looks. It means we can really explore exciting new trends and ensure our fashion will stand out from the crowd and continue to be in style season after season.

“This collection is one of my favourites, as all our denim has been designed from recycled materials or to be recycled at its end of life, whilst also bringing that perfect ‘Rita edge’ to the softer pastels and floral finishes you will see in our clothes.”

Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter and @licensing_source on Instagram.

MORE NEWS
LAfashion500x500
 
The new collection has been produced in partnership with Laura Ashley and Next and was facilitated by IMG, which acts as its licensing representative for fashion in the UK, Europe, Australia, New Zealand and Asia....
NGcoin500x500
 
Designed by Edwina Ellis - designer, engraver and printmaker for The Royal Mint - the coin portrays the iconic National Gallery building in Trafalgar Square, London....
LaverCup500x500
 
Under the multi-year deal, Fanatics will make available a new range of dedicated merchandise for the tennis tournament for fans across the globe....
RubiesYoungJedi500x500
 
"With this epic series, we are anticipating a brand-new wave of new Star Wars fans."...
Bangoberry500x500
 
The new unisex animal-based property has a collection of 90 skus across gifting and back to school ranges....
CallyBeatonB&LLAs500x500
 
Media entrepreneur, podcaster, writer and performer, Cally Beaton has been confirmed as host of the Brand & Lifestyle Licensing Awards 2024....
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.