Urban Glamour

Creative director of Emilio Pucci, Peter Dundas, designs Rita Ora’s Tour wardrobe.

Text: Yiota Dendrinou


An unexpected collaboration took place in the fashion world, when the Norwegian designer Peter Dundas worked closely with the young pop-star, in order to create the outfits for The Radioactive Tour that started a few days ago.

The outfits for the tour “perfectly echo her unique take on urban glamour”, as the designer said, and they were perfectly made to allow the “best possible freedom of movement”, since the singer does many choreographies in her shows.

“The costumes have impact and flamboyance in a way that feels personal to Rita, whilst staying true to the Emilio Pucci aesthetic” said Dundas, mainly because the idea of movement was very important to the designing process, but at the same time the basic themes of the brand’s Spring/ Summer 2013 collection were re-interpreted.