Rita Ora unveils fashion collaboration with Primark

Rita Ora has launched her own clothing collection at Primark, with the discount styles reportedly already proving a hit amongst shoppers. The 32-year-old singer’s 169-piece collection has seen items such as denim jackets, biker jackets, and midi dresses hit the shelves across all shops from Tuesday. “All pieces are designed to become wardrobe staples that can be loved, worn and shared season after season – a theme which will run throughout the partnership,” a statement from Primark said. The Rita Ora x Primark campaign has been launched under the ‘from loyal customer to global brand partner’ banner and will feature outfits for all seasons. The partnership is said to have been two years in the making. It was co-designed by Primark and Rita alongside emerging London-based designer Jawara Alleyne, and Ora’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, plus accessories and shoes,” the statement added.

“It will span a ‘day to night’ theme, reflecting many of Rita’s favourite looks, with each piece easily styled to reflect a broad range of personalities, trends and styles from casual everyday essentials to statement evening looks. “Casualwear items, including hoodies and T-shirts, also feature symbols personal to Rita, with references to her recently released album, You & I.”

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!”