Value-focused fashion retailer Primark has partnered with singer-songwriter Rita Ora for its latest celebrity collaboration.
Primark x Rita Ora will be available in all 430 Primark stores from 19 September, and is “designed around a core vision of versatility, based on Rita’s unique personal style across day and night”.
Marking a move forward in Primark’s celebrity and brand partnerships, Ora’s collection is described as being its “first-ever truly international collaboration”. It is also the retailer’s first multi-season fashion collab, as it will span a number of seasons.
Following in the wake of previous successful brand and celeb tie-ups – most notably its hugely popular Greggs collection – the high street giant has worked closely with Ora to ensure that the collection links her creative vision with her “long-time love of Primark”.
Earlier this week, Primark’s owner Associated British Foods (ABF) said it expects annual sales at the store to be 15% higher than last year, adding that the retailer’s strong performance “continues to benefit from the ongoing success of celebrity and influencer collaborations”.
Chief executive George Weston told the Mail that collaborations with celebrities and brands have been flying off the shelves, with a range of pink clothes in partnership with the Barbie movie seeing “phenomenal” sales.
“We could have sold out the stock three times over,” Weston said.
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Primark’s director of future trends and innovation, 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.”
Ora commented: “Throughout my life, I have always wanted to look stylish, and when I was younger, I couldn’t have done that without Primark. I could always stretch my budget with so many great pieces. That is really when I learned how to get creative and play with fashion.
“Creating this collection has been very nostalgic for me, and I can’t wait for the world to see it.”
