International fashion retailer Primark is teaming up with global superstar and style icon Rita Ora to launch a new multi-season fashion collaboration.
Available in all 430 of its locations starting on 19th September, it is ‘designed around a core vision of versatility, based on Rita’s unique personal style across day and night’ and is also click & collect-able where the trial service is offered.
The retailer added that this is not only a long-term agreement but also its ‘first-ever truly international collaboration’ and that it is a ‘multi-season fashion collaboration.’ Rita Ora’s collection with Primark ‘brings together Rita’s creative vision with her long-time love of Primark,’ according to the retailer.
A concept that will carry throughout the partnership, the collaboration has been ‘almost two years in the making’ and all items ‘are designed to become wardrobe staples that can be loved, worn, and shared season after season.’
Rita’s stylist Pippa Atkinson worked closely with Primark and Rita to create it, together with up-and-coming London-based designer Jawara Alleyne.
Knitwear, denim, tailoring, casual and outerwear, as well as accessories and shoes, all with a day-to-night theme and an emphasis on adaptability, are all included.
Additionally, ‘symbols personal to Rita, with references to her recently released album, You & I’ are included on clothing items like hoodies and T-shirts.
Ora said of all this, “Throughout my life, I have always wanted to look stylish, and when I was younger, I couldn’t have done that without Primark.”
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.”
