The Interview

The Lowdown

Off The Record With Rita Ora

We sat down with Rita Ora to talk about her latest role as our Global Brand Partner and working with Primark on the collection.

Sep 19 · 6 min read

From loyal customer to global partner and designer... We sat down with international singer/songwriter, actor and TV personality Rita Ora, to talk about everything Rita Ora X Primark and her own personal style.

A Homage To Hammersmith

Growing up in Ladbroke Grove, Rita revealed that Primark Hammersmith played a significant part in her love of fashion from an early age. "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, and that's really when I learned how to get creative and play with fashion.”

Her style mixes high end and Main Street, pre-loved and new to create a unique look she describes as, “adventurous, risky and playful.” That style vibe's definitely reflected in her first mainstream brand collab, Rita Ora X Primark.

Lace Leggings, Blouse

How Rita Ora X Primark Happened

The seeds for the partnership were sown almost two years ago when, Primark and Rita first met in early 2022. As the inflation crisis took off, Rita was determined to develop her own collection offering great quality at great prices, with the brand that helped start her fashion love affair.

Creating this collection with Primark has been very nostalgic for me, and it's been such a great opportunity to develop this on-trend affordable collection.”

Rita Ora X Primark: A Partnership

It was important for both parties that this was a true partnership, with Rita playing a key role from concept and design to creation and all the way through to launch.

“I’ve loved collaborating with Primark throughout the entire process over the past couple of years: seeing the finished collections come to life after designing them along with Primark’s buyers and designers has been an incredible experience. I can’t wait to show the world what we’ve come up with!” 

From a Primark perspective, the collaboration harnesses our expertise and trusted relationships in the industry to create quality fashion at affordable prices – whether that’s using cotton from Primark’s Sustainable Cotton Program (PSCP) or working with our trusted suppliers and their factories.

Group image

Rita Ora X Primark: The Collection

Available now in all our stores around the world, this collab is a multi-season partnership. Designed with longevity in mind, all of the pieces in this initial collection and beyond are designed to become essentials in your wardrobe: loved, worn and shared, season after season.

Lace Dress

Day-to-night style is at the heart of this collab, with key pieces to mix and match with the rest of the collection and your existing wardrobe. Spanning knitwear, denim and outerwear, Rita’s vision was for customers to create both casual looks and statement evening styles to effortlessly reflect the wearer's personality.

With such a huge involvement in the 169-piece collection, we gave Rita the tricky task of naming her hero piece:

“My favorite item from this season is definitely the cargo jeans: they're a classic, and you can wear it in the day with your sneakers and just throw on a pair of heels at night. Denim always lasts a lifetime.”

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