Fashion retailer Primark has teamed up with celebrity Rita Ora to launch a new multi-season fashion collaboration.

The company says the Rita Ora x Primark fashion line took almost two years in the making and all pieces are designed to become wardrobe staples.

The collection was closely co-designed by Primark and Ora alongside emerging London-based designer Jawara Alleyne, and styled by Rita’s stylist Pippa Atkinson.

Customers can buy Ora’s unique style pieces across knitwear, casualwear and outerwear, denim, tailoring as well as accessories and shoes.

Commenting on the partnership, Ora said creating this collection with Primark has been “very nostalgic”.

“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.”

Jermaine Lapwood, director of future trends and innovation at Primark, said brand partnerships have 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 realized the extent of her love for the brand.

“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.”

The Rita Ora x Primark collection will be available in all of Primark’s stores from September 16.