Rita Ora is accused of ‘not caring’ for partnering with fast fashion brand Primark as fans voice doubts that the millionaire still shops at the bargain high-street retailer

Rita Ora has been accused of ‘not caring’ as she was hit with criticism for her new partnership with international fast fashion brand Primark.

The singer, 32, confirmed that she has teamed up with Primark to launch her own multi-season collaboration on Tuesday.

But she was quickly hit by a wave of backlash from fans for working with a fast fashion brand after launching a sustainable activewear brand Human Beings.

Fans accused her of ‘not caring’ for venturing into fast fashion, while others shared their doubts that the millionaire and globally famous popstar still shops at the budget high street retailer.

Reacting to the partnership, one wrote: ‘Fast fashion is destroying the planet, or don’t you care.’

Slammed: Rita Ora has been accused of ‘not caring’ as she was hit with criticism for her new partnership with international fast fashion brand Primark 

Another fumed: ‘Rita Ora who prides herself with her own ‘sustainable’ line of sportswear making the world a better place just partnered with Primark. She really does not give a f**k.’

While a third shared their doubts as they wrote: ‘Yeah right!! When was the last time she shopped at Primark!!!!’

And another added: ‘Nout against Rita in the slightest but “shopped there since a teenager”?!! I doubt very much even 5 per cent of her wardrobe is high street clothing, let alone Primark?’

However, other fans praised Rita for her new collaboration and took to the comments of her post to share their excitement for the September 19 launch date.

One wrote: ‘What a collab! Absolutely love it!,’ while another said: ‘OMG I can’t believe it’s amazing,’ and a third penned: ‘Omg exciting!!!! can’t wait to check it out.’

Another added: ‘I definitely guessed it! haha and couldn’t be happier about it!! you know where you’ll find me on the 19th.’ 

Announcing her new partnership on Tuesday, Rita told how she has shopped at Primark ever since she was a teenager as she described it as her ‘unique go-to’ shop.

She said in an Instagram post: ‘For as long as I can remember, Primark has been part of my DNA. I’ve shopped at their stores, along with my friends and family, since I was a teenager.’

New venture: The singer, 32, confirmed that she has teamed up with Primark to launch her own multi-season collaboration on Tuesday

New venture: The singer, 32, confirmed that she has teamed up with Primark to launch her own multi-season collaboration on Tuesday 

'Don't you care?': But she was quickly hit by a wave of backlash from fans for working with a fast fashion brand after launching a sustainable activewear brand Human Beings

‘Don’t you care?’: But she was quickly hit by a wave of backlash from fans for working with a fast fashion brand after launching a sustainable activewear brand Human Beings

Her partnership with fast fashion brand Primark comes after Rita launched her sustainable activewear brand Humans Being last year.

Humans Being makes eco-conscious decisions from the start of design, through to packaging and even beyond the garment’s lifespan.

Crafted from sustainable and recyclable materials with a circular life cycle, recycled plastic bottles, and natural materials like organic cotton, the collection ‘designs truly eco-conscious, quality pieces that are built to last and made to empower’. 

Now, after a week of speculation sparked by Primark’s window black-out across its entire store estate, the retail chain announced Rita Ora x Primark: a versatile new fashion line which has been in the making for almost two years.

Launching on Tuesday September 19, the collection will allow Primark customers to shop the I Will Never Let You Down hitmaker’s famous style for less.

All pieces are designed to become wardrobe staples that can be loved, worn and shared season after season – a theme which will run throughout the partnership. 

Commenting on the partnership, Rita said: ‘Throughout my life, I have always wanted to look stylish, and when I was younger, I couldn’t have done that without Primark.

‘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. 

‘Creating this collection with Primark has been very nostalgic for me, and I can’t wait for the world to see it!’

The singer was spotted on Tuesday as she headed to the launch of the collection which is due to be displayed in over 400 stores worldwide. 

Supportive: However, other fans praised Rita for her new collaboration and took to the comments of her post to share their excitement for the September 19 launch date

Supportive: However, other fans praised Rita for her new collaboration and took to the comments of her post to share their excitement for the September 19 launch date

Sustainable: Her partnership with fast fashion brand Primark comes after Rita launched her sustainable activewear brand Humans Being (she is pictured in clothes from her brand)

Sustainable: Her partnership with fast fashion brand Primark comes after Rita launched her sustainable activewear brand Humans Being (she is pictured in clothes from her brand)

Fan: Announcing her new partnership on Tuesday, Rita told how she has shopped at Primark ever since she was a teenager as she described it as her 'unique go-to' shop

Fan: Announcing her new partnership on Tuesday, Rita told how she has shopped at Primark ever since she was a teenager as she described it as her ‘unique go-to’ shop 

Rita looked incredibly stylish in a distressed black denim mini skirt and matching leather style jacket from the collection. 

The star paired the outfit with a pair of knee high black leather look boots and a fluffy grey handbag.  

Talking about having Rita on board, Director of Future Trends and Innovation at Primark Jermaine Lapwood said, ‘In a world of collaboration overload, it’s more important than ever for brand partnerships 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 realised the extent of her love for the brand. 

‘The instant chemistry between both parties was undeniable, and today, following months of collaboration, I’m so proud to be revealing Rita Ora x Primark. 

‘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.’ 

Incorporating her home in the campaign, the singer modelled the collection in Trellick Tower and around Golborne Road in West London, an area that Rita has called home for the last 15 years. 

The campaign is intended to represent togetherness and showcases freedom in dressing, a key theme throughout the entire collaboration. 

Sharing a sneaky peek at the collection over on her Instagram, the singer wrote: ‘I can’t wait or the world to finally see what we’ve been so busy creating together @primark!!’ 

The news comes after model Naomi Campbell revealed her collection with online brand PrettyLittleThing earlier this month. 

Wow: The singer was also spotted on her way to launch of the collaboration on Tuesday as she gets ready to display it in over 400 stores worldwide

Wow: The singer was also spotted on her way to launch of the collaboration on Tuesday as she gets ready to display it in over 400 stores worldwide

Denim look: Launching on Tuesday September 19, the collection will allow Primark customers to shop I Will Never Let You Down hitmaker's famous style for less

Denim look: Launching on Tuesday September 19, the collection will allow Primark customers to shop I Will Never Let You Down hitmaker’s famous style for less

Keeping it casual: All pieces are designed to become wardrobe staples that can be loved, worn and shared season after season ¿ a theme which will run throughout the partnership

Keeping it casual: All pieces are designed to become wardrobe staples that can be loved, worn and shared season after season – a theme which will run throughout the partnership

In an exclusive interview with MailOnline Naomi, who has worked with prestigious fashion houses such as Prada, Burberry and Yves Saint Laurent, revealed a major factor behind the surprise deal with PLT and the fashion firm’s owner Umar Kamani was her desire to design her own clothes, claiming fashion brands don’t usually give models the opportunity, favouring celebrity names instead.

When her collaboration, which is priced between £10 to £150 and comes in sizes 4-30, was announced in July she was hit with a negative reaction from critics who claimed she was putting her reputation on the line by fronting a campaign for the brand which often emulates designer looks at a cheaper cost. 

Naomi, 53, said: ‘I feel this collection was fun, chic, sexy, vibrant, inclusive, and fashion should not discriminate… who’s to say that PrettyLittleThing are not going to continue working with young creatives and leading and changing into sustainability, who knows. New beginnings.’ 

Read more at DailyMail.co.uk