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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.”

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