Statement Staples
Searching for summer dressing with a grungy edge? Our global brand partner and your favourite muse, Rita Ora, brings a fresh approach to the new season.
Making a statement is top of Rita’s style manifesto for spring/summer, but not in the way you might think… She’s championing universally adored fabrics and accessories, like denim and jersey, reinvented with eye-catching silhouettes, scale and styling. The denim in this collection has been designed to be loved for longer in line with our Circular Product Standard and made to be worn repeatedly, using more sustainable materials, tested for durability and ready to be recycled at the end of its life.
Want to make your own style statement? Snap your looks and tag us using #primania for a chance to be featured online!
Update Your Denim
The staple? Denim. The statement? Fresh spring silhouettes. Starting off strong with jorts, a classically androgynous style with a relaxed fit, longline shape and raw hem detailing. Nod to the nineties with casual styling — think plain tees, vest and trainers — or clash textures and trends, like grandpacore and the pale blue hue through loose knits, silk scarves and semi-sheer mesh pieces from the range.
Next on Rita’s revival radar? A contemporary take on modern tailoring.
Our wide-leg jean and denim corset co-ord is the ultimate way to mix grunge and glam. The distressed hems and pleats, coupled with the bandeau top’s figure-hugging silhouette, are perfect for those who want to add a touch of fun to formal dressing. Style separately for maximum wearability or together for twice the impact, double the (denim) fun.
The denim in this collection has been designed to be loved for longer in line with our Circular Product Standard. This means it has been designed and made to be worn repeatedly by using more sustainable materials, testing its durability and making sure it's ready to be recycled at the end of its life.
Find out more about how we’re designing our clothing with the future in mind.
Trending: Oversized Accessories
Rita’s rocking staple accessories — sunglasses, scrunchies, bangles and blooming corsages — of the oversized variety. Synonymous with the seventies, nothing says luxe like a pair of oversized sunglasses. Bonus points for a tinted lens! The silky headscarf is our new season must for elevating simple looks — maximalism with minimal effort. For a softer statement, our oversized scrunchies and corsage accessories are the perfect pieces to offset a casual, grungy aesthetic.