Rita Ora Launches Footwear Line With ShoeDazzle

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UNITED KINGDOM — Mega pop star, designer, model and television host Rita Ora launched a footwear line with ShoeDazzle on Oct. 1.

ShoeDazzle is owed by TechStyle Fashion Group. The TechStyle portfolio of brands also consist of Fabletics, ShoeDazzle, JustFab and FabKids.

Ora is a businesswoman, with many endeavors and often making the list of the U.K.’s wealthiest female stars. In fashion, the 29-year-old has collaborated on collections with adidas and Giuseppe Zanotti.

“I felt that it was really important to partner with someone I knew who understood the importance of accessibility, especially given the times that we live in,” said Ora, via a phone call with WWD. “ShoeDazzle has really always kind of understood the need of access and affordability, which was of big importance for me. So, working with them felt like a natural fit. I’m a hands-on kind of girl….We put an enormous amount of thought and detail into making the shoes.”

The line offers a range of options: sneakers, heels and boots costing between $32.95 to $59.95. (VIP members of ShoeDazzle — a California-based online subscription service — receive discounted prices.)

“Fashion has always been a passion of mine,” Ora continued. “I love how it’s constantly changing and evolving. And I love experimenting with loads of different looks.”

The inspiration behind the ShoeDazzle designs, available at Shoedazzle.com/ritaora, were “from the experiences I’ve had, from trips I’ve taken, from places I’ve lived in and music I’ve performed,” she said, adding that she was on her way to a music studio.

She’s been working on her third album, along with other undertakings. There’s “new music for sure, new movies and a project that I’m associated with that I’m not technically in, but it’s just something that I’ve been working on, you know, so it’s good to be able to go behind the scenes as well as in front of the camera,” she teased, without sharing more.

Photos Credit: Courtesy of Rita Ora

Source: Ora’s interview with WWD

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Donovan is the CEO and Editor-In-Chief of www.dmfashionbook.com. For all general inquiries please email don@dmfashionbook.com Donovan has a BA in Journalism & Media Studies from the prestigious Rutgers University. He's currently studying entertainment and fashion law.