PS: You shot the campaign in your hometown, which was very important to you. What was it like being on set in the clothes that you designed in such a special place?
RO: It was crazy. I mean, it was nice to see all the people I've grown up with — like the people who own the local shops or grocery stores. They'd be like, "What's up, Rita? You still owe us one pound for the milk." It just makes it so homey, and I felt like that was the perfect energy for this shoot. Again, it allows people to feel so closely connected to me. That's what the collection is — it's accessible. Keeping it really real was all I cared about. That's the reason I joined with Primark in the first place, so it only made sense to go back to where it all began.
Keep reading to shop the Rita Ora x Primark collection which can now be ordered to collect at your nearest store.
Image Source: Primark