Rita Ora fans brand Primark clothing line 'diabolical' after wild price drop

Celebrity clothing collections often fly off shelves.

But unfortunately for Rita Ora, her range seems to be hard to budge. A TikTok user even went as far as branding the line a “flop” after items were dramatically dropped in price.

In a viral video, a user called Nissy SetBetter shows the Rita Ora X Primark range with discounts up to 90%. Plenty of pieces have been halved in price too.

Viral footage shows Nissy as she walks through Primark, signposting the discounts and repeatedly referring to the line as a "flop". She jokingly captioned her post suggesting Rita's agent had "sold [her] a dream".

The TikToker added: "All I have to say is Rita, Rita Ora – this thing flopped from £20 to £2. This is from £14 down to £7. Rita, come and collect your things then, from Primark. It flopped."

Responders seemed to agree with Nissy's take on the drastically reduced prices, with one person branding them "diabolical". Another laughed that Primark seem to "want that s*** gone by yesterday".

The viral TikTok video comes despite reports claiming Rita's fashion line helped Primark rake in £3.4billion in the final quarter of 2023. Her latest spring collection was released in all stores across 16 countries on March 19.

Rita revealed her upcoming collection would feature "style staple" materials such as denim and "floral prints". Expressing her enthusiasm, she added: "I'm so excited to launch the next stage of my journey with Primark."

John McCormack, Head of Fashion Trends, also shared his excitement about the collaboration. He said: "With each new collection we've been pushing ourselves with Rita and her team to create bolder, more daring looks. It means we can really explore exciting new trends and ensure our fashion will stand out from the crowd and continue to be in style season after season."

Primark has been approached for comment.