International fashion retailer Primark has joined forces with global celebrity and style icon Rita Ora in a new, multi-season fashion story that will allow Primark customers to shop pieces in her famous style at affordable prices.
After several days of speculation sparked by the darkening of Primark store windows, Primark is proud to reveal Rita Ora x Primark: a new versatile fashion collection that was almost two years in the making. All pieces are designed to become wardrobe staples that you can love, wear and share season after season and this is a theme that permeates the entire partnership. The collaboration combines Rita's love of fashion with Primark's more than 50-year history of providing quality basics and the latest trends at the best prices.
How the collaboration between Rita Ora and Primark came about
Primark and Rita Ora co-designed the joint collection in collaboration with up-and-coming London designer Jawara Alleyne, and it was styled by Rita's personal stylist Pippa Atkinson. The idea behind the collection is "versatility for everyone", offering customers a piece of Rita's unique style in knitwear, denim, casualwear and outerwear, as well as accessories and shoes. Covering "morning to night" fashion styles, the themed collection will feature recognizable replicas of Rita's favorite looks, with each piece simply designed and tailored to suit a wide range of personalities, trends and styles, from casual day-to-day combinations to dramatic evening looks. The casual wear, including hoodies and t-shirts, also features Rita's symbols and links to her recently released album You & I.
The multi-talented singer-songwriter has been a fan and customer of Primark for practically her entire life - from her first family visits as a child to teenage outings with friends to her local Primark in Hammersmith, West London, developing into a lifelong love of the brand. Over the past two years, Rita and Primark have worked closely together and she has been involved in all stages of the process, from design to production of the collection. Rita also spent some time getting to know Primark behind the scenes and visited Primark's sustainable cotton program in India.
Rita Ora accompanied the cooperation with the following words: “I've always wanted to look stylish and when I was younger I couldn't have done it without Primark. I've always gotten a lot of great Primark pieces for my budget. Honestly, that's when I really learned to be creative and play with fashion. Creating a collection in collaboration with Primark was very nostalgic for me and I can't wait for the world to see the results of our collaboration!"
Jermaine Lapwood, director of Future Trends and Innovation at Primark, added: “In a world where there is no shortage of fashion collaborations, it is more important than ever that brand partnerships are based on authenticity and connection. We've known Rita as a Primark fan for a long time, but it wasn't until we met and chatted almost two years ago that we realized how much she loves the brand. The instant chemistry between us was undeniable and today, after months of collaboration, I'm proud to reveal Rita Ora x Primark. The collection brings together the best of Primark and Rita and I hope it will allow customers to express their true selves and bring out their inner Oro.”
The shoot for the campaign, which features Rita in person, took place at the famous Trellick Tower in London's Kensington and around Golborne Road in West London - an area Rita has called home for the past 15 years. The campaign is aimed at presenting unity and freedom of dress, which is the key theme of the entire collaboration.
About the Rita Ora x Primark collection
First collection Rita Ora x Primark will be available in Primark stores in 16 countries from Tuesday, September 19.
The collection consists of 169 pieces, from knitwear, denim, tailored clothing to leisurewear and outerwear, the collection is also complemented by fashion accessories and footwear. Prices start at €3 for fashion accessories, clothing prices start at €4.50, outerwear prices at €2.60, and footwear costs from €18 onwards.
Two-thirds of the clothes in the collection are made from recycled and more sustainable materials, and five styles are made using a circular design. Today, 50 % of all Primark clothing contains recycled or sustainable materials – the aim is to increase this percentage to 100 % by 2030.
