Primark is teaming up with global superstar and style icon Rita Ora to launch a new multi-season fashion collaboration.
Following a weekend of speculation sparked by Primark’s window black-out across its entire store estate, the retailer has officially unveiled Rita Ora x Primark – a new fashion line almost two years in the making.
The collection was closely co-designed by Primark and Rita alongside emerging London-based designer Jawara Alleyne, and styled by Rita’s stylist Pippa Atkinson. Underpinned by a vision of ‘versatility for everyone’, it offers customers a piece of her unique style across knitwear, denim, tailoring, casualwear and outerwear, as well as accessories and shoes.
It will span a ‘day to night’ theme, reflecting many of Rita’s favourite looks, with casualwear items, including hoodies and t-shirts, also featuring symbols personal to Rita, with references to her recently released album, You & I.
Rita has been a life-long Primark fan and customer – from early family visits as a child through to teenage trips with friends to her local store in Hammersmith, London.
“Throughout my life, I have always wanted to look stylish, and when I was younger, I couldn’t have done that without Primark,” Rita commented. “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 innovation at Primark, continued: “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 realised 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 x 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.”
The first Rita Ora x Primark collection will be available in all of Primark’s stores across its 16 markets from today (Tuesday 19 September).
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