About The Brand

PrettyLittleThing is the generation-defining style source for every kind of IT girl, built on the belief that elevated fashion should be available to all.

Founded in Manchester, PrettyLittleThing has since expanded internationally, with headquarters in London and Paris. From here, we operate globally across multiple international markets including the UK, Ireland, France, the United States, Canada, Australia, the Netherlands, Sweden, Germany, Poland and the Middle East. Our offices are more than just workplaces. They’re home to the teams driving our global PR, influencer partnerships, and headline-worthy events.

We are fast-moving, particularly when it comes to fashion trends, often combining catwalk-inspired designs with in-house elements to create demand-driven styles. In addition to standout campaigns, branded activations, global partnerships, and community-focused activity, all of which allow us to stay ahead of the curve, we deliver accessible fashion that looks good while remaining affordable and timeless, with essential pieces for every wardrobe. Catering to all is key, and finding the perfect fit is easy thanks to our shop-by-fit options, which include PLT Plus, PLT Petite, PLT Shape and PLT Tall. Whether it’s everyday basics and athleisure or affordable going-out looks, in-demand dresses and elevated tailoring, there’s a style to suit every occasion at PrettyLittleThing.

How It All Started

Co-founded in 2012 by brothers Adam and Umar Kamani, PrettyLittleThing started as an accessory only brand however demand grew quickly, leading to expansion across all product categories. Trend-led, celebrity inspired fashion was the focus, made easily recognisable by the hot pink PLT branding and iconic unicorn logo. Celebrity and influencer partnerships catapulted the brand and were a huge part of its early growth. In 2016, we launched our USA site, celebrating the milestone with a Los Angeles event hosted by Kylie Jenner. The following year, PLT was named one of the three fastest-growing fashion companies. Our celebrity partnerships have continued to thrive ever since, with collaborations featuring some of the biggest names in the industry.

The Evolution

March 2025 marked the start of a new era for PrettyLittleThing, with Elsa Hosk as the face of the relaunch, which introduced a more elevated, timeless product offering. The rebrand not only saw a shift in the brand’s colour palette, with burgundy and muted pinks becoming the focus, but also introduced an updated tagline, positioning PrettyLittleThing as the style source for every kind of IT girl.

The vision? To maintain our key audience yet branch into a curated product offering that prioritises quality, fit and longevity. Pieces designed to be true wardrobe must-haves, the kind of go-to styles that can be reworn and restyled endlessly. This was also when we launched PLT Society, our group of professional PLTers, all of whom work for the brand and are on hand to share BTS content, inspire and influence. With the rebrand we saw a new, more varied range of customer profiles emerge. While each of our IT girls continue to be similar in age, she differs slightly when it comes to her purchases, how she styles them and where she wears them.

Our icon? The unicorn remains, but has matured, evolving from its playful pink origins into a modern, sophisticated, heritage-inspired mark. While our brand has progressed, our commitment remains unchanged. We continue to cater to the individual, because no two people (or wardrobes) should ever be the same.

Since rebrand, key campaigns and seasonal priorities have remained consistent, including Label, our elevated occasionwear offering as well as the launch of the PrettyLittleThing Health & Social Club which was announced in June 2025. The H&SC sees monthly athleisure launches regularly supported by community events (both customer and influencer focused) and is heavily driven by the lifestyle aspect of the brand.

Label

Elevated dressing brought to you by PrettyLittleThing.