Rita Ora for Deichmann

Written by Meghan Scott

On Thursday 29/8, Deichmann launed its collaboration with Rita Ora, their new ambassador for young fashion for the autumn and winter collections. The first Rita Ora for Deichmann collection is available in select stores and online at Deichmann.com. Influencers and journalists from all over Europe met in Berlin at a fantastic secret location, each sporting their own pair of Rita Ora for Deichmann shoes. A very unique concept that captivated the essence of the collection. And to everybody's surprise Rita gave a performance, and one of the songs are from her campaign with Deichmann. Odalisque Magazine had a chance to have an exclusive interview with Rita herself and chat about the collaboration. Check out the collection here. Prices range from 379sek - 599sek.

How did this collaboration emerge between you and Deichmann?
My relationship with Deichmann began a few months ago – since then I’ve heard a lot about them and how incredible they are. I really wanted to do something that I felt like was a statement and that was a moment. I really feel that this collaboration was so trusting, honest and genuine. I feel like only goodness can come out of it.

There are so many styles (40 in total) to choose from in your collab and must have been a lengthy process. What was the original inspiration for the whole collection?
There isn't just one thing that inspires me - it really is something different every day. I’m so lucky to have grown up and still live in London, because creativity is all around me, all the time.  I’m so encouraged when I see people who are totally fearless to be themselves when it comes to fashion, it’s so inspiring to feel that confidence.   I would say that’s been my biggest inspiration - being surrounded by these incredibly influential and fearless people.  It made me want to design something honest and real - something for everybody and every situation -  something that gives people confidence and freedom.   I’ve experimented with colours and styles -  it’s just been such a great creative experience for me and something I’m incredibly proud of.

What are your favourite styles from your collaboration with Deichmann, and where will we see you in them?
Oh yeah, I definitely have a very specific favourite piece in the collection! For me it's anything with sparkles – cause it works so well when I’m performing. So we have a few sparkly boots and a lovely cool sparkly sockboot that is coming out and an ankle boot. Those are my favorites. I can't wait for them to come out!

You seem to seamlessly morph into any situation style-wise, like a sort of fashion chameleon, have you always been into expressing yourself visually, or have you adopted this since your rise to stardom?
I have always loved dressing up and being the biggest version of myself that I can be.  I would agree that I'm a bit of a fashion chameleon.  I quite like that people don’t know what to expect from my style.  My style changes every day - I love colour and it's amazing to get dressed up and try something new. 

If you had to choose one attitude out of the 5 of the collection, which really means something to you, which one would it be, and why? 
That’s hard as I think the collection represents all of these things.  For me though, I would say freedom.  That’s something I  can personally connect to and was something that I had in the back of my mind when working on this collection with the team.  I want people to feel free to be who they are when they wear these shoes!

#ritaorafordeichmann #ritaoraradiate


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