Gemma Owen is new PrettyLittleThing ambassador

By

Nigel TAYLOR

Published
Aug 23, 2022

PrettyLittle Thing has a new ambassador/celebrity product endorser. Gemma Owen, Love Island competitor and daughter of former football star Michael Owen, has signed a reported six-figure sum to become the face of the Boohoo-owned fast-fashion brand.

Media reports suggest the one-year contract is biggest fashion deal in Love Island’s history.
 
The global online fashion retailer announced the news on its Instagram page and shared a photo of the international dressage rider signing her contract to become its latest brand ambassador.

In her new role, 19-year-old Owen will launch her own collections for the retailer and create online content for the group's YouTube, TikTok and other social media channels. She will also work with the company on its new clothing resale project PLT Marketplace.

Owen, who was placed second on the August show, said: "I wore PrettyLittleThing throughout my time on the show and now being announced as one of their newest ambassadors alongside some incredible talent including Love Island alumni is really special.

"The team has been amazing and I'm excited to get to work and start designing some collections for you all."

PLT's CEO Umar Kamani added: "Gemma is the perfect person to represent the PLT consumer; she's smart, confident, ambitious and has a much loved, relatable style. We… look forward to sharing lots of exciting content, collections, and shoots with our customers."

Owen follows in the footsteps of Molly-Mae Hague who was appointed to the role of creative director at PrettyLittleThing in 2021.

The reality TV show is known for its connections to clothing brands, but this year took a step away from fast fashion by announcing a partnership with eBay. 

However, with the latest fashion brand signing and ITV announcing there will be two series of the show in 2023 -- a winter one in South Africa as well as the summer series in Majorca – we can expect further new endorsements and celebrity ambassadors linked to the hit show.