Manchester’s PrettyLittleThing fashion brand has announced its first celebrity partnership – working with former The Only Way Is Essex star Lucy Mecklenburgh.
The online fashion retailer, founded in Manchester just three years ago, has become a huge hit with young females who love to emulate celebrity style.
Glamorous Lucy was seen as the “perfect fit” for the brand, and has been working withPrettyLittleThing.com’s in-house design team here in Manchester to create her first capsule collection.
It features summer dresses, pretty midi skirts and flattering body suits for the chic summer wardrobe.
But the collection won’t come with celebrity-sized price tags – instead Lucy was keen to keep things affordable for all her fans, with dresses starting from just £15.
Speaking about the collaboration, a spokesman for the brand said: “We are really excited about working with Lucy. Her style is so fitting with PrettyLittleThing and the direction we want to take the brand in for 2015.”
Speaking about her favourite pieces from the collection, Lucy says: “I absolutely love the pretty pleats and powerful floral prints that I’ve included in the collection, they are so on trend for 2015. Having nautical pieces was also really important to me – it’s a timeless trend that you can dress up or down depending on the occasion, and of course is perfect for holidays.
“Everything in the range I would wear myself; I wanted to create elegant, on-trend styles that are suitable for all body shapes.”
While Lucy made regular visits to the Manchester mill building where PrettyLittleThing is based for design meetings, bosses decided to shoot the images for the campaign in a rather more tropical location – flying Lucy out to Los Angeles to take the sun-soaked images.
She also headed to a launch event for her collection in London with her celebrity boyfriend, Olympic gymnast and Strictly star Louis Smith.
PrettyLittleThing.com was founded in 2012 by brothers Umar and Adam Kamani and has witnessed incredible growth, with a 400 per cent increase in sales over the past 12 months.
Umar, 27, told the M.E.N. in April how they have made it such a success by tapping into celebrity trends and updating styles for sale on their site on a daily basis.
He said at the time: “Celebrity fashion is a big part of the way we work. We know that our customers, the young, trend-aware female, love to look at celebrity fashion and emulate that style themselves, and we are here to give the customers what they want.
“We’re quite reactive, we’re faster than fast fashion.”