POPSUGAR: Have you worn the Primark collection without anyone knowing about its existence, maybe as a sort of tease to your fans?
Rita Ora: Yeah! There are a lot of accessories I've worn at my stage shows, from sunglasses to jewellery and even my undergarments. Street style, definitely. There were bits of hints there. There were months of building and tastemaking, so people could slowly connect the dots. It's nice to sort of subconsciously wear something that fans will later say, "Oh my god, I remember that!"
PS: Are you planning on wearing any of the pieces for special occasions coming up?
RO: There are conversations about wearing things for specific situations, yes. But I don't want to give it away. I think we need to wait for the right situation. We're just trying to show fans that anything is possible, even seeing Primark on a red carpet you wouldn't necessarily expect it to be on. That's what we're trying to do — create magic and realistic scenarios. I want people to feel like they can do it, too.
Image Source: Primark