PrettyLittleThing Announces Collaboration With Naomi Campbell — Retail Bum

Fast fashion retailer PrettyLittleThing (PLT) is collaborating with supermodel Naomi Campbell to launch a new collection.

The collection would seek to intertwine the brand’s essence with Campbell’s unique style, offering a unique fashion experience to shoppers, the company said in its announcement.

The collaboration follows the departure of creative head Molly-Mae Hague last month, who plans to serve as a brand ambassador instead. The partnership was revealed in a campaign showing a photoshoot with an empty director’s chair with the words “PrettyLittleThing designed by Naomi Campbell” written on it.

While more details surrounding the campaign are yet to be revealed, the announcement has drawn swift criticism from followers and industry professionals alike on social media platforms.

“One of the most respected supermodels collabing with an unethical brand that steals designs from small businesses,” said Instagram user Imnotu. “How embarrassing.”

Meanwhile, fashion sustainability consultant Scott Staniland pointed to the irony of how millionaires in the fashion industry are willing to look the other way for even more money.