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Global Fashion Retailer PrettyLittleThing Is Hedging Bets On Size Inclusivity

Global fashion retailer PrettyLittleThing wants to be its customers’ best friend. And in an era where other established high-street brands like Topshop are struggling (recently announcing a U.S. pull-out and UK store closures), PrettyLittleThing’s meteoric growth and beautiful success is noteworthy.

For UK-based founder and CEO Umar Kamani, it’s not about checking off a “size inclusivity” or “diversity” box, but rather walking the talk. And walk the talk the brand does, as seen on its Instagram feed (currently boasting over 11 million followers) and campaign photos. 

In its latest move to ensure every woman’s body shape is included, PrettyLittleThing has teamed up with Grammy Award winning singer, songwriter and actress, Ashanti, to launch a swimwear collection together with her sister, Creative Director and Designer Kenashia “Shia” Douglas.

Boohoo Group PLC (LON:BOO) operates as an online fashion retailer in the United Kingdom, rest of Europe, the United States, and internationally. The company also provides its products under the boohoo, boohooMAN, PrettyLittleThing, and Nasty Gal brand names. 

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Disclaimer: Statements in this article should not be considered investment advice, which is best sought directly from a qualified professional.