PrettyLittleThing names Love Island star as brand ambassador

Fast fashion brand PrettyLittleThing has announced Love Island 2022 runner-up Gemma Owen as its latest UK brand ambassador.

In the year long partnership, Owen will be launching her own PrettyLittleThing collection, as well as creating exclusive content across the brand's YouTube, Instagram and TikTok channels.

Owen will also help to launch PrettyLittleThing's new resale platform PLT Marketplace, which is designed to drive sustainability by encouraging shoppers to move away from wasteful fast-fashion habits that see them quickly disposing of fashion items after they were purchased.

PrettyLittleThing is a UK-based fashion retailer, founded in 2012 by Umar and Adam Kamani, sons of Boohoo Co-founder Mahmud Kamani. Originally launched as an accessories-only website, PrettyLittleThing has grown into one of the biggest online womenswear brands, working strategically with celebrities and influencers.

The announcement follows the brand's partnerships with previous Love Island stars, including Molly-Mae Hague, who is currently PrettyLittleThing's UK and EU Creative Director.

Earlier this month, Love Island 2022 finalist Tasha Ghouri announced her partnership with eBay UK. In this role, Ghouri will be promoting a responsible and conscious way of shopping that can help both wallets and the planet.