Rita Ora has been accused of not caring as she faced criticism over her new partnership with international fast fashion brand Primark.
The 32-year-old singer confirmed on Tuesday that she has teamed up with Primark to launch her own multi-year collaboration.
But she was quickly hit by a wave of backlash from fans for collaborating with a fast fashion brand after launching sustainable activewear brand Human Beings.
Fans accused her of having “no desire” to get involved in fast fashion, while others expressed doubts that the millionaire and globally renowned pop star still shops at the low-cost retailer.
Reacting to the partnership, one wrote: “Fast fashion is destroying the planet or don’t you care.”
Slammed: Rita Ora was accused of not caring as she was criticized over her new partnership with international fast fashion brand Primark
Another fumed: “Rita Ora, who is proud of her own ‘sustainable’ sportswear line that makes the world a better place, has just partnered with Primark. “She really doesn’t give a fuck.”
While a third shared their doubts and wrote: “Yeah right!! When was the last time she shopped at Primark!!!!’
And another added: “Not against Rita in the slightest but “I shopped there as a teenager”?!! “I highly doubt even 5 percent of her wardrobe is made up of high street clothing, let alone Primark?”
Announcing her new partnership on Tuesday, Rita said she had been shopping at Primark since she was a teenager, describing it as her “unique favorite store”.
She said in an Instagram post: “Primark has been part of my DNA for as long as I can remember. “I have shopped in their stores along with my friends and family since I was a teenager.”
Her partnership with fast fashion brand Primark comes after Rita launched her sustainable activewear brand Humans Being last year.
Humans Being makes environmentally conscious decisions from the beginning of design to packaging and the lifespan of the garment.
Made from sustainable and recyclable materials with a circular life cycle, recycled plastic bottles and natural materials such as organic cotton, the collection “designs truly eco-conscious, high-quality pieces that are designed to last and give strength”.
New project: The 32-year-old singer confirmed on Tuesday that she has teamed up with Primark to launch her own multi-year collaboration
‘Don’t you care?’: But she was quickly hit by a wave of backlash from fans for collaborating with a fast fashion brand after launching sustainable activewear brand Human Beings
After a week of speculation sparked by the blackout of windows across all Primark stores, the retail chain has announced Rita Ora x Primark: an eclectic new clothing line that has been almost two years in the making.
Launching on Tuesday September 19, the collection will allow Primark customers to shop the I Will Never Let You Down hitmaker’s famous style at a cheaper price.
All pieces are designed to become wardrobe essentials to be loved, worn and shared season after season – a theme that will run throughout the partnership.
Commenting on the partnership, Rita said: “All my life I’ve always wanted to look stylish and when I was younger I couldn’t have done that without Primark.”
“Having so many great pieces from Primark meant I could always stretch my budget.” Honestly, that’s when I really learned to get creative and play with fashion.
“Creating this collection with Primark was very nostalgic for me and I can’t wait for the world to see it!”
The singer was spotted on Tuesday making her way to the launch of the collection, which is set to be showcased in over 400 stores worldwide.
Rita looked incredibly stylish in a distressed black denim mini skirt and matching leather jacket from the collection.
The star paired the outfit with a pair of knee-high black leather-look boots and a fluffy gray handbag.
Sustainable: Her partnership with fast fashion brand Primark comes after Rita launched her sustainable activewear brand Humans Being (she is pictured in her brand’s clothing).
Fan: When Rita announced her new partnership on Tuesday, she said she had been shopping at Primark since she was a teenager, describing it as her “unique favorite store”.
Jermaine Lapwood, Director of Future Trends and Innovation at Primark, said of Rita on board: “In a world full of collaborations, it’s more important than ever that brand partnerships are based on true authenticity and connection.”
“We know Rita has been a long-time Primark fan, but it wasn’t until we met her and chatted almost two years ago that we realized how much she loves the brand.”
“The chemistry between both parties was undeniable straight away and today, after months of collaboration, I am so proud to unveil Rita Ora x Primark.”
“I hope the collection brings together the best of Primark and Rita and allows customers to express their true selves and channel their inner Ora.”
The singer incorporated her home into the campaign, modeling the collection in Trellick Tower and around Golborne Road in West London, an area Rita has called home for 15 years.
The campaign aims to represent togetherness and showcase freedom in clothing, a central theme throughout the collaboration.
The singer shared a sneak peek of the collection on her Instagram, writing: “Can’t wait to finally see what we’ve been so diligently creating together @primark!!”
The news comes after model Naomi Campbell unveiled her collection with online brand PrettyLittleThing earlier this month.
Wow: The singer was also spotted on her way to the launch of the collaboration on Tuesday as she prepared to display it in over 400 stores worldwide
Denim look: Launching on Tuesday September 19, the collection will allow Primark customers to shop the I Will Never Let You Down hitmaker’s famous style at a cheaper price
Keep it casual: All pieces are designed to become essential pieces to love, wear and share season after season – a theme that will run throughout the partnership
In an exclusive interview with Web, Naomi, who has worked with renowned fashion houses such as Prada, Burberry and Yves Saint Laurent, revealed that a major factor behind the surprise deal with PLT and fashion company owner Umar Kamani was her desire to design her own clothes, and claims that fashion brands usually don’t give models a chance and instead give preference to celebrity names.
When her collaboration, which costs between £10 and £150 and is available in sizes 4-30, was announced in July, it was met with a negative reaction from critics who claimed she was putting her reputation at risk by running a campaign for the label, a brand that often replicates designer looks at a cheaper price.
Naomi, 53, said: “I think this collection was fun, chic, sexy, vibrant, inclusive and fashion shouldn’t discriminate… who’s to say PrettyLittleThing won’t continue to work with young creatives and drive sustainability and change?”, Who white. New beginnings.’