Chart-topping singer Rita Ora has unveiled a major new business venture, launching a stylish fitness collection with high street giant Primark.
The savvy entrepreneur, 34, revealed the 'Every Move Counts' womenswear range alongside fellow brand ambassador, rapper and businessman Krept, who has designed a complementary line for men.
From Pilates Studio to High Street
The new collection, which hit stores on 8th January 2026, is directly inspired by Ora's personal passion for Pilates. Prices range from an accessible £2.50 to £26, making performance wear available to a wide audience.
In promotional images, the Let You Love Me hitmaker is seen working out on a Pilates reformer machine, showcasing pieces like the Rita Ora Gathered Tech Jacket (£22.00) and matching shorts.
"This collection with Primark was inspired by my love of Pilates and that balance between strength, confidence, and ease," Ora commented. "I wanted pieces that support you when you’re really pushing yourself, but still feel soft, flattering, and stylish enough to wear beyond the studio."
Defying Labels and Breaking Boundaries
The launch follows a high-profile night out for the star at Chateau Marmont in Los Angeles, where she turned heads in a daring ensemble featuring a black lace bra under a brown suede coat.
It also coincides with her recent reflections on her multifaceted career. Speaking at a Women In Cinema event in Jeddah, Saudi Arabia, Ora expressed her desire not to be confined to a single label.
"They tend to limit themselves as just one category and you don't really need to do that," she stated. "I see myself an amateur everyday as I'm constantly learning."
She cited icons like Madonna, Blondie, and Cher as inspirations, praising them for having "done more than one thing."
Confidence and Accessibility for All
Ora emphasised that the collection is designed for both workout and leisure, featuring sculpting fabrics and soft layers. "It’s about redefining performance on your own terms, feeling confident in your body, and looking good while doing it," she added.
Echoing this sentiment of inclusivity, Krept said of his menswear range: "I believe everyone should have access to great sportswear, not just athletes or influencers. That’s why working with Primark felt right, it’s about performance and confidence without barriers."
The collections are available in-store and via Primark's Click + Collect service, marking another successful step in Ora's evolution from popstar to a respected business figure in the fashion and wellness industry.
