Rita Ora wears a cropped denim waistcoat as she launches collection for Primark with racy-clad Neelam Gill during London Fashion Week
Rita Ora looked as stylish as ever as she celebrated the launch of her first collection with Primark at London Fashion Week on Friday.
The singer, 32, who announced her collaboration with the international fast fashion brand earlier this week, wore a cropped denim waistcoat for the event.
Posing for photos at Ambika P3, in Marylebone, she was joined by an array of VIP celebrity guests including Neelam Gill, who wore a racy lace ensemble.
Rita teamed the top with a matching maxi skirt, accessorising with a glitzy choker necklace and a metallic handbag.
Styling her long hair into beachy waves, she topped her look off with a towering pair of black heels.
Stepping out to the event model Neelam, 28, caught the eye in a daring black bra and shorts with a lace dress layered over the top.
Global superstar Rita has teamed up with the international fast fashion brand to launch a her own multi-season collaboration.
After a week of speculation sparked by Primark’s window black-out across its entire store estate, the retail chain announced Rita Ora x Primark: a versatile new fashion line which has been in the making for almost two years.
Launching on Tuesday 19th September the collection will allow Primark customers to shop the I Will Never Let You Down hitmaker’s famous style for less.
All pieces are designed to become wardrobe staples that can be loved, worn and shared season after season – a theme which will run throughout the partnership.
Commenting on the partnership, Rita 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!’
Talking about having Rita on board, Director of Future Trends and Innovation at Primark Jermaine Lapwood said, ‘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 realised 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.’