Rita Ora x Primark: Primark launches festival inspired collection with Rita Ora

Primark has launched its fourth collection with international superstar and style icon Rita Ora for Summer ’24, perfect for fans to embrace the upcoming festival season.

Born in the nineties, Rita taps into the nostalgia of that era for her latest collection while also adding her signature edge. Inspired by the iconic boho-chic look, the range focuses on high summer festival styles with big ruffles, sheer dresses, and statement accessories.

Rita’s new line-up of looks for this season have been designed to be effortless and freeing, with ethereal, delicate tops, soft floral embroidery, asymmetric silhouettes and lightweight fabrications.

While neutral colours including blacks, whites and browns form the basis of the collection, they are elevated with pops of gold and silver across clothing and jewellery. Add in lace and denim, creating a range that is full of items which can be worn a multitude of ways, no matter what events summer holds.

Boho two-piece sets are timeless, stylish and practical. For an ethereal vibe, the white broderie co-ord featuring a ruffle mini skirt and dainty camisole, or the delicate black embroidered floral vest and black lace maxi skirt can be added to any style setlist.

Throw-on dresses are also a festival staple. Classics like the shirred bandeau midi dress have been reinvented with a chiffon fabric and eye-catching ruffle design. While sexier, sheer maxi dress options offer a playful alternative that can be worn to beach clubs, for balcony pictures and beyond.

The mantra for 2024 festival season? More is more. Nothing says nineties fashion like a chunky, eyelet belt. Take a leaf out of Rita’s book and wear on hips over the top of tiered maxi skirts or cinch in sheer maxi dresses at the waist. Layering accessories isn’t just reserved for the decolletage – the torso can also be adorned with belts, belly chains and beaded accessories to truly embrace the carefree, bohemian spirit. Glam looks are also in style, with diamante headwear and oversized hoop earrings must-haves for the season.

Festival accessories can be practical too. Oversized, slouchy shoulder bags are a stylish way to transport festival essentials, while smaller crossbody bags and beaded phone cases ensure valuables are always on hand.

Shot in the gorgeous countryside of Rita’s second home, New Zealand, the latest collection continues to be closely co-designed by Rita alongside the Primark team and styled by Rita’s stylist Pippa Atkinson.

The collection launches in tandem with Rita’s new festival summer song, “Ask And You Shall Receive”, which was released on May 31st.

Commenting on the partnership, Rita Ora said, "I’m so excited to announce the next stage of my journey with Primark with the launch of a festival inspired collection for Summer. Jewellery is such an easy and effective way to elevate an outfit, and so we made jewellery a real staple of this collection, with the silver headpiece being one of my favourite items. Denim has been a been a style staple throughout our collections, and it’s always been a personal favourite of mine, with this collection including shorts and skirts across a variety of lengths. I can’t wait to see how people will style this range, and hope they love it as much as I do.”

Mary Lucas, Trading Director, Primark added, “With each new collection we continue to push ourselves together with Rita and her team to create bolder, more daring looks. This means we can really explore exciting new trends and ensure our fashion will stand out from the crowd and continue to be in style season after season. Inspired by iconic outfits Rita has worn over the years performing at festivals all around the world, the collection is made up of beautiful summer fabrics, colourful embroidery and timeless prints, providing everything you need for the upcoming festival season.”

The Rita Ora x Primark summer collection will be available in all of Primark’s stores across its 17 markets from Tuesday 18th June.

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 our 57 participating stores. Customers can keep an eye out for the expansion of Primark’s Click + Collect service later this year, as it recently announced it will expand to all stores in Great Britain by the end of 2025.

Customers can also 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.