Rita Ora has joined forces with Penneys to launch a multi-season line - coming to stores in a matter of days.
Fans of the brand were left in the dark about the latest collab after Primark's window black-out across its entire store estate.
The budget-friendly brand has today revealed the Rita Ora x Primark project was lurking behind the secrecy and fans are incredibly excited.
Described as “a versatile new fashion line almost two years in the making”, all of the pieces are designed to become wardrobe staples that can be loved, worn and shared season after season.
The collection was closely co-designed by Primark and Rita alongside emerging London-based designer Jawara Alleyne, and styled by Rita's stylist Pippa Atkinson.
The line is “underpinned by a vision of 'versatility for everyone'”, and it offers customers a piece of her unique style across knitwear, denim, tailoring, casualwear and outerwear, plus accessories and shoes.
Customers will notice that pieces can easily be turned from 'day to night' looks, “reflecting many of Rita's favorite looks, with each piece easily styled to reflect a broad range of personalities, trends and styles from casual everyday essentials to statement evening looks”.
Casualwear items will also be included in the collection, including hoodies and t-shirts, also feature symbols personal to Rita, with references to her recently released album,
You & I.
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Speaking about this exciting partnership, Rita Ora said: "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 from Primark.
“Honestly, that is 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!"
Jermaine Lapwood, Director of Future Trends and Innovation at Primark, added: "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 realized the extent of her love for the brand.
“The instant chemistry between both parties was undeniable, and today, following months of collaboration, I'm so proud to be revealing Rita Ora x Primark. Bringing together the best of Primark and Rita, I hope the collection allows customers to express their true selves and to show their inner Ora."
The first Rita Ora x Primark collection will be available in all of Primark's stores across its 16 markets from Tuesday, September 19th.
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