Rita Ora Joins Forces with Primark for a Personal Style-Inspired Fashion Collection
International singer Rita Ora is all set to launch a fashion line in collaboration with popular retail chain Primark. This exclusive Rita Ora x Primark collection, reflecting Ora’s signature style, is set to hit the shelves on September 19 and will be featured in all Primark outlets across its 16 operational markets.
This collection, which has been two years in the pipeline, promises to offer pieces that aren’t just fashionable but also timeless, ensuring that they remain cherished parts of one’s wardrobe for multiple seasons.
Ora, a die-hard Primark enthusiast and patron, actively contributed to the design process, teaming up with the retail giant and London’s budding designer, Jawara Alleyne. Alleyne, known for his stint at the London Fashion Week’s talent hub, Fashion East, worked alongside Ora’s personal stylist, Pippa Atkinson.
The theme “versatility for everyone” is strongly echoed in the collection, which boasts a wide range of items: from knitwear, tailored outfits, denim, and casuals to an array of accessories and footwear. The extensive 169-item lineup celebrates a “day to night” concept, capturing Ora’s cherished looks. It seamlessly transitions from daily staples to glammed-up evening wear and includes relaxed casuals like hoodies and tees. Fans will also appreciate nods to Ora’s recent album, ‘You & I’, with specific symbols featured in the designs.
In the official statement, Primark emphasized Ora’s deep involvement in every production phase. Notably, she delved into the world of Primark, even visiting their Sustainable Cotton Programme in India.
Promoting sustainability, a commendable two-thirds of the Rita Ora x Primark collection incorporates recycled or more eco-friendly materials. Five designs stand out for their circular design approach. This move aligns with Primark’s ambitious target of ensuring that by 2030, all their apparel is crafted using recycled or sustainable materials. As of now, they have achieved the halfway mark at 50%.
Commenting on the partnership, Rita 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 innovation at Primark, added: “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 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.”