Rita Ora can add fashion designer to her resume.
Associated British Foods-owned Primark teamed up with the British “You Only Love Me” singer and songwriter to create a collection based on her personal style. The tie-up marks the retailer’s first truly international collaboration, landing in all 430-plus Primark stores on Sept. 19.
The collaboration is nostalgic for Ora, who shopped at her local Primark store in Hammersmith, West London as a teenager.
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“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,” she said in a statement. “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.”
Primark said the collection was almost two years in the making. It was closely co-designed by Primark and Ora alongside emerging London-based designer Jawara Alleyne, a West Indian graduate of Central Saint Martins, and styled by her stylist Pippa Atkinson.
“Versatility for everyone” is the common thread that unites the collection, Primark said. Pieces span knitwear, denim, tailoring, hoodies, T-shirts and outerwear. Key denim pieces include a vest and matching trousers and a distressed denim moto jacket and miniskirt. Footwear and accessories—made with novelty fabrications—are also part of the lineup.
“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,” said Jermaine Lapwood, Primark’s director of future trends and innovation. “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.”
Ora also stars in the collection campaign shot in an area she has called home for the past 15 years. The campaign is intended to represent togetherness and showcases freedom in dressing, a key theme throughout the entire collaboration, Primark said.
