Pastels and flowers

Rita Ora blossoms with third Primark collection

The campaign shoot with Rita Ora as model took place in North London.(Bild: Copyright: Primark)

With a touch of freshness and floral elegance, Rita Ora is once again conquering the fashion world with her third collection for Primark, launched just in time for Spring '24. 

The pieces present a refreshing color palette of pastel shades paired with playful floral prints, delicate lace and casual distressed denim.

Highlights of the collection include a bright yellow satin dress with romantic floral and lace details and a three-piece suit with trendy Bermuda shorts. Ruffled blouses and dresses add a feminine touch to the ensemble, while crochet knitwear in a variety of styles adds a touch of boho chic.

Rita Ora x Primark collection(Bild: Copyright: Primark)

"Can be worn all the time"
According to the company, the collection is sustainable. With 60 percent recycled or more sustainable materials, including all denim garments, Primark and Rita Ora are setting an example for environmentally conscious fashion.

Rita Ora herself speaks enthusiastically about the partnership: "This collection is designed to be worn again and again and to reflect the season. Denim is a common thread throughout our collections and has always been one of my personal favorites."

Rita Ora x Primark collection(Bild: Copyright: Primark)

John Mc Cormack, Head of Fashion Trends at Primark, emphasized the innovative power of the collection: "This collection is one of my favorites as all our denim pieces are made from recycled materials or can be recycled at the end of their life cycle."