The new collection follows the September launch of the collaboration, which brings together Rita’s creative vision with her long-time love of Primark.
Following the successful launch of Primark’s first truly international collaboration with global superstar and style icon Rita Ora in September, the duo’s second instalment – the Night collection – is sure to get fans into the festive mood.
Drawing inspiration from Rita’s personal style, as well as Studio 54 and the late 70s/early 80s rockstar fashion, the night collection boasts hero items such as a snake trench coat, rhinestone encrusted denim jeans, a lamé silver dress and a statement corsage bag. Disco-inspired, this collection is true statement dressing at its best. Finishing details such as rouching, high shine vinyls, flocked mesh and semi sheer devore bring a textural element to the collection. Contrasting textures are key to create a cool and carefree effortless look.
As with the first collection, this second instalment was closely co-designed by Primark and Rita alongside emerging London-based designer Jawara Alleyne and styled by Rita’s stylist Pippa Atkinson. It comprises pieces which are designed to become wardrobe staples that can be loved, worn and shared season after season.
Commenting on the partnership, Rita Ora said, "It’s been a dream come true working with Primark in bringing our shared vision to life. Combining my love of fashion and creativity, we have created something magical for all to cherish in their wardrobe and enjoy wearing time and time again. I’ve loved seeing everyone rock the first collection, and I’m so excited to share the next stage of our journey just in time for the holidays. For me, the holiday season is all about spending time with loved ones and enjoying those winter nights out. With this new collection, I hope people can find a few pieces that truly help them look and feel their best.”
Mary Lucas Trading Director, Primark added; “I am even more excited for our customers to see this second collection, now that we know how incredible the reaction has been to the first. The ranges are perfect for this time of year, the styles reflect Rita’s love of glamour, and all things sparkle which will help lifts all our spirits during the colder, darker winter months.”
John Mc Cormack, Trend Lead, Primark added; “Working with Rita and her team has been fun and every time we meet up the ideas just get better and better, allowing us to create an even stronger collection for the next drop. The real challenge has been to filter it back and be selective in the pieces we want to put into the collection because there have been so many incredible ideas, we just can’t fit them all into the collection”.
Modelled by Rita, the campaign shoot took place in a studio location in Los Angeles.
The Rita Ora x Primark party collection will be available in all of Primark’s stores across its 16 markets from Tuesday 7 November.
In the UK, customers will also be able to shop their favourite Rita Ora x Primark styles online via Click + Collect before picking it up in one of the retailer’s 57 trial Click + Collect stores in Greater London and North West England, North Wales and parts of Yorkshire.
Customers will also be able to browse the full range on the Primark website and check availability of their favourite products using the stock-checker before heading to their preferred store.