Models in pink fluffy hat and sweater

The Lowdown

Behind The Scenes: Rita Ora X Primark

From global superstar to our global brand partner, read on for the behind-the-scenes exclusive on our new collab with Rita Ora.

Sydney Lasek
by Sydney Lasek

Excited about our Rita Ora x Primark collection and want to know more? Let us take you behind the scenes to show you how her unique vision and style for the collection was brought to life.

The seeds for the partnership were first sown almost two years ago, when Primark and Rita first met in early 2022. As inflation began to rise, Rita was excited by the idea of developing her own affordable fashion collection that offered quality pieces at great prices.  Primark has always been about making fashion affordable for everyone, and Rita felt passionately about creating an on-trend collection that was wallet-friendly and accessible.

Rita Ora
Rita Ora

Throughout the creative process Rita was very hands on and passionate in the design meetings about what she wanted to include in her collection, even bringing in key pieces from her wardrobe for inspiration. Together, Primark and Rita worked together from start to finish to explore, develop and finalize the key themes and moods. This process let Rita to mix several moods together to design and create something original, based on her own unique style and vision. Three key pillars are:

  1.     Fade To Grey

This mood pulls together sultry sheers and distressed denim softened by delicate lace. The variety of fabrics and textures creates a strong mix-and-match collection that easily transitions from day to night, depending on how you style it.   

2.     Urban Wilderness

A cozy casual look with inspo from Americana Cabincore, it features vintage washed jeans, brushed checks, snuggly outerwear and chunky knits blending into a carefree layered look.   

3.     Soft Pavements

This look gives an elevated weekend vibe anchored in warm neutrals, mixing textures in a softer palette of ivory, rich chocolate and dusty pink accents. Statement outerwear and relaxed tailoring are the key pieces.   

The narrative woven through the collection is day-to-night style with key pieces to mix and match, easily transitioning your daytime outfit into to a statement evening look. Spanning knitwear, denim and outerwear, Rita’s vision for the collection was versatility for everyone, creating items that easily mix to reflect the personality of the wearer. From brunch with your besties to hitting the dance floor, her aim was to create one-and-done looks and accessories for lots of environments and events.

For off-duty days, Rita’s collection features laid back leisurewear like casual hoodies and tees for your capsule wardrobe. Notice the symbols? The pieces feature Rita’s own hand drawn-graphics that superfans of the singer-songwriter might recognize from the artwork of her most recent album, "You and I".

Rita Ora
Rita Ora

Key to the collection are footwear and accessories. Tailoring for different style vibes, her collection's statement jewelry includes pieces that glam it up; while hammered metals and chunky chains give variety for great grunge style. Bags are also key to the collection. From slouchy go-anywhere shoulder bags to glossy party pieces, Rita has the essentials to make a serious style statement wherever you go.

The location for the campaign shoot was West London, the area Rita grew up in, with the essence of her collection captured in a variety of street locations including the brutalist building Trellick Tower in Kensington.

"Throughout my life, I've always wanted to look chic. 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. Honestly, that's 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!”

Rita in denim maxi skirt and oversized white top
Rita in denim maxi skirt and oversized white top