Deichmann has chosen the British pop singer Rita Ora to present its collection of shoes for the autumn/winter 2019/20 season. Deichmann's design team created the 35 pieces of the “Rita Ora for Deichmann” collection, which will be available in select stores and web shops and in some European countries from August of this year. In 2017, the German-based shoe retailing group picked another British pop singer, Ellie Goulding, to present its collection of sneakers, ethnic sandals, heels, wedges, espadrilles and mules, under the motto “Rock your Look.” A second collaboration with the pop star followed in September of the same year. The company has also collaborated with other celebrities including Halle Berry and Cindy Crawford.

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