Global superstar Rita Ora has teamed up with international fast fashion brand Primark to launch a her own multi-season collaboration.
After a week of speculation sparked by Primark’s window black-out across its entire store estate, the retail chain announced Rita Ora x Primark: a versatile new fashion line which has been in the making for almost two years.
Launching on Tuesday 19th September the collection will allow Primark customers to shop the I Will Never Let You Down hitmaker’s famous style for less.
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.
Commenting on the partnership, Rita said, ‘Throughout my life, I have always wanted to look stylish, and when I was younger, I couldn’t have done that without Primark.
Stylish: Popstar Rita Ora has teamed up with fast fashion brand Primark for a stylish collaboration with the high street store
Wow: The singer was spotted on her way to launch of the collaboration on Tuesday as she gets ready to display it in over 400 stores worldwide
Denim look: Launching on Tuesday 19th September the collection will allow Primark customers to shop I Will Never Let You Down hitmaker’s famous style for less
‘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!’
The singer was spotted on Tuesday as she headed to the launch of the collection which is due to be displayed in over 400 stores worldwide.
Rita looked incredibly stylish in a distressed black denim mini skirt and matching leather style jacket from the collection.
The star paired the outfit with a pair of knee high black leather look boots and a fluffy grey handbag.
Talking about having Rita on board, Director of Future Trends and Innovation at Primark Jermaine Lapwood said, ‘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 realised 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.’
Stunning: Rita looked incredibly stylish in a distressed black denim mini skirt and matching leather style jacket from the collection
Gorgeous: In another snap from the collection, Rita looked sensational in a see-through embroidered dress
Excited: ‘Creating this collection with Primark has been very nostalgic for me, and I can’t wait for the world to see it!’ said Rita
Incorporating her home in the campaign, the singer modelled the collection in Trellick Tower and around Golborne Road in West London, an area that Rita has called home for the last 15 years.
The campaign is intended to represent togetherness and showcases freedom in dressing, a key theme throughout the entire collaboration.
Sharing a sneaky peek at the collection over on her Instagram, the singer wrote: ‘I can’t wait or the world to finally see what we’ve been so busy creating together @primark!!’
The news comes after model Naomi Campbell revealed her collection with online brand PrettyLittleThing earlier this month.
In an exclusive interview with MailOnline Naomi, who has worked with prestigious fashion houses such as Prada, Burberry and Yves Saint Laurent, revealed a major factor behind the surprise deal with PLT and the fashion firm’s owner Umar Kamani was her desire to design her own clothes, claiming fashion brands don’t usually give models the opportunity, favouring celebrity names instead.
When her collaboration, which is priced between £10 to £150 and comes in sizes 4-30, was announced in July she was hit with a negative reaction from critics who claimed she was putting her reputation on the line by fronting a campaign for the brand which often emulates designer looks at a cheaper cost.
Naomi, 53, said: ‘I feel this collection was fun, chic, sexy, vibrant, inclusive, and fashion should not discriminate… who’s to say that PrettyLittleThing are not going to continue working with young creatives and leading and changing into sustainability, who knows. New beginnings.’
Keeping it casual: 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
Sensational: The star paired the outfit with a pair of knee high black leather look boots