PrettyLittleThing, the fast growing fast fashion brand that forms part of the Boohoo empire, is to stage an awards ceremony to recognise the “upmost influential people in the influencer and celebrity space”.
The PrettyLittleThing Awards will be presented at a celebrity-packed ceremony on 18 March in London with names such as Caitlyn Jenner, Stassie, Chantel Jeffries, Molly Mae Hague, Tommy Fury, Molly Smith, Callum Jones, Amber Gill, Hrush Akerman, Chloe Sims, Rose Bertam, Lori Harvey and Montana Brown scheduled to attend.
PrettyLittleThing followers and customers can vote online for their favourite influencers online across a variety of categories that include: Icon of the Year, Content Creator of the Year, Inspirational Influencer of the Year, Beauty Influencer of the Year, LGBTQ+ Supporter of the Year, Personality of the Year, Fashion Influencer of the Year, Newcomer of the Year, TikTok Star of the Year, and YouTuber of the Year.
The awards reflect the social media-driven success of PrettyLittleThing, which was established by Boohoo founder Mahmud Kamani’s son Umar. It is now the fastest-growing brand of the Boohoo empire and in the group’s last set of results, revealed in January, it was reported that the PrettyLittleThing brand increased sales by 32% to £190.8 million in the four-month period to 31 December 2019.
In a statement the Manchester-based company said the ceremony was a chance for it to bring together the best influencer talent as a brand that had “one of the fashion industry’s top influencer strategies”.
While its main HQ is in Manchester the brand also has a US HQ in LA to position it closer to the celebrity and influencer culture that drives it. The brand has set itself apart from other fast fashion brands by partnering with big name celebrities – collaborators have included Jennifer Lopez, the Kardashian family and pop group Little Mix – who wear their clothes, rather than creating clothes that are inspired by celebrity culture.