Primark has unveiled its latest women’s activewear collection, Every Move Counts, fronted by brand ambassador Rita Ora. The range, available in sizes XXS to XXL, seamlessly blends sport and lifestyle, inspired by the singer’s love of Pilates and her signature confidence.
Priced from just £2.50, the collection launched January 6 both in-store and via Click + Collect. It features Primark’s new BodySculpt fabric, designed to support, smooth, and sculpt the body, with extra reinforcement around the core for added stability during workouts. Every Move Counts is crafted to move with the wearer, whether running for the bus or working up a sweat on the treadmill.
Standout Piece: The Rita Ora Cosy Borg Hooded Jacket
One highlight from the collection is the Rita Ora Cosy Borg Hooded Jacket (£28). This teddy bear-style top features a full zip, side pockets, elasticated cuffs and hem, and a soft, jersey-lined hood. Its relaxed, slightly voluminous fit makes it perfect for layering over a long-sleeved top, pairing easily with jeans, leggings, or trainers.
Other Key Pieces in the Collection
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Rita Ora Barrel Leg Jogger (£14) – chocolate and stone
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Rita Ora Burnout Vest (£6) – black, burgundy, ivory
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Rita Ora Cosy Bolero (£14) – chocolate and ivory
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Rita Ora Gathered Tech Jacket (£22) – ecru and red
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Rita Ora Maple Long Sleeve Top (£12) – black
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Rita Ora Rita Sneakerina (£15) – black and natural
Accessories include:
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PP Active Shopper (£17) – black
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Studio Cap (£4.50) – taupe
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Technical Cap (£5) – ecru
Rita Ora on the Collection
“This collection with Primark was inspired by my love of Pilates and that balance between strength, confidence, and ease,” said Ora. “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. From sculpting fabrics to buttery-soft layers, everything is designed to move with you.”
Primark’s Vision
Steve Lawton, Chief Product Officer at Primark, described the collection as the brand’s biggest and most innovative activewear launch to date. “We’re democratising activewear by bringing the very best innovation and fabrication at prices no one is priced out of,” he said. “From the fit and feel to the colours and performance, these pieces stand up against options costing many times more.”
With Every Move Counts, Primark offers activewear that is stylish, supportive, and accessible, designed for workouts, everyday errands, or simply moving through life comfortably and confidently.
