With Primark and its fashion association with international star Rita Ora having already notched up three collaborative collections to a strong reception, a fourth was inevitable. 

So the pair are about to introduce ‘Rita Ora for Summer ’24’, timed for “fans to embrace the upcoming festival season”, with the Rita Ora x Primark collection launching Tuesday (18 June) in all its stores across its 17 markets.

Born in the nineties, this time Ora “taps into the nostalgia of that era… while also adding her signature edge”. 

Inspired by the boho-chic look, the range focuses on high-summer festival styles with big ruffles, sheer dresses, and statement accessories.

While neutral colours including blacks, whites and browns form the basis of the collection, also included are  pops of gold and silver across both 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”, said Primark.

The campaign was shot in the countryside of Ora’s second home, New Zealand, with the latest collection closely co-designed by her and the Primark team, and styled by Ora’s stylist Pippa Atkinson.

The collection has launched in tandem with her new festival summer song, ‘Ask And You Shall Receive’.

Mary Lucas, Trading Director, Primark, said: “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.”