Statement Staples
Searching for summer style with a grungy edge? Our global collab partner (and your fave muse), Rita Ora, brings a fresh vibe to the new season.
Making a statement tops Rita’s spring/summer style manifesto — but not in the way you might think… She’s championing universally-loved fabrics and accessories like denim and jersey, reinvented with eye-catching new shapes, 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 using more sustainable materials to be worn repeatedly, 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 essential? Denim. The statement? Fresh spring styles. Starting off strong with jorts: a classic androgynous pick with a relaxed fit, long cut and raw hem details. Nod to the 90's with casj styling — think plain tees, tanks and sneaks — or clash textures and trends: from grandpacore and the pale blue hue with loose knits, silk scarves and semi-sheer mesh pieces from the collection.
Next on Rita’s revival radar? A fresh take on modern tailoring.
Our wide leg jeans and denim corset set's the ultimate way to mix grunge and glam. With distressed hems and pleats and the bandeau top’s figure-hugging cut, it's perfect for adding fun to more formal events. Style separately for maximum wearability or together for twice the impact: double the (denim) = double the fun.
The denim in this collection is designed to be loved for longer, in line with our Circular Product Standard. This means it's designed and made using more sustainable materials to wear repeatedly, 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 must-have oversized accessories — sunglasses, scrunchies, bangles and blooming corsages. Synonymous with the '70s, nothing says luxe like chic oversized shades. Bonus points for a tinted lens... The silky headscarf is our new season must-have for giving simple looks a lift — maximalism with minimal effort. For a softer statement, our oversized scrunchies and corsage accessories are the perfect pieces to offset a casj, grungy vibe.