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Why Primark Went All-In on Rita Ora

The stakes for the multi-year collaboration are high as the retailer looks to make a name for itself in the crowded US fast-fashion market.
Rita Ora's first collection for Primark debuted in September.
Rita Ora's first collection for Primark debuted in September. (Courtesy)

When Rita Ora walked the red carpet at the Fashion Awards in London this week, the singer donned a black floor-length maxi dress with an ultra low back and elevated square-neck.

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Sheena Butler-Young
Sheena Butler-Young

Sheena Butler-Young is Senior Correspondent at The Business of Fashion. She is based in New York and covers workplace, talent and issues surrounding diversity and inclusion.

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