PrettyLittleThing, the popular fast-fashion brand owned by the Boohoo Group, is set to make headlines with its upcoming collaboration with supermodel Naomi Campbell. The collection, known as PrettyLittleThing Designed by Naomi Campbell, will combine the essence of PLT with Campbell’s unique style, marking a new chapter in the brand’s story.

The partnership between Campbell and PrettyLittleThing has been in the works for a while, thanks to the longstanding friendship between Campbell and former PrettyLittleThing CEO Umar Kamani. Despite Kamani’s departure from the company earlier this year, he has remained heavily involved in this project.

Naomi Campbell, a renowned top model in the fashion industry, is known for being selective about the work she takes on. She has recently been working closely with the Boss label and even celebrated her birthday in Cannes during the Film Festival with Hugo Boss. Campbell, who recently became a mother for the second time, has personally designed the PLT looks that will be launched in New York during Fashion Week.

This collaboration marks a significant milestone for PrettyLittleThing and the Boohoo Group, as Campbell is typically associated with higher-priced brands. Campbell’s undeniable glamour and her philanthropic efforts make her a guaranteed headline-grabber, giving the collaboration a marketing advantage even before any advertising or social media posts have been released.

While there has been some negative reaction to the news on social media, mainly due to the fast-fashion sector’s often weak eco and ethical credentials, PrettyLittleThing has been making strides in addressing these concerns. The brand has launched swim collections in collaboration with a cancer charity, expanded into vintage clothing, introduced a resale marketplace, and launched campaigns addressing important issues like sexual assault of women.

PrettyLittleThing has also undergone some recent changes within its leadership team, with Molly-Mae Hague stepping down as creative director just over a week ago. However, Hague will still remain a brand ambassador. The company also saw its merchandising director, Jonathan Haycock, leave in May.

The collaboration with Naomi Campbell not only adds a new level of prestige to PrettyLittleThing but also showcases the brand’s dedication to progress and ethical practices. Fashion enthusiasts are eagerly anticipating the collection’s launch and the impact it will have within the industry.

Useful links:
1. PrettyLittleThing Official Website
2. Boohoo Group Official Website