Because this collab between Naomi Campbell and PrettyLittleThing is already inspiring

While SHEIN is regularly portrayed as the fashion industry’s big bad wolf, we must remember that maddening production rates under inhumane and ecocidal working conditions are not its only prerogative. In this respect, PrettyLittleThing would be almost the British equivalent. This brand belongs to the Boohoo group, constantly singled out for the inhumane working conditions to which it subjects its textile workers, subjected to an infernal and ecocidal production rate. This is why we can speak of PLT as an ultra fast fashion brand.

In 2020, a survey of Sunday times he said workers at a Leicester factory supplying Boohoo products were paid just £3.50 an hour and even talked about modern day slavery. Also of note is the aggressive marketing of the group’s brands including PrettyLittleThing at prices already too low to be fair, regularly broken, presumably during flash promotions (but constantly renewed).

PrettyLittleThing designed by Naomi Campbell, the most controversial collaboration

It is in this context that the announcement of an upcoming collaboration between Naomi Campbell and PrettyLittleThing has arisen part of the general public. Indeed, this helps to try to restore the image of the brand, quite used to collaborating with reality stars, with all the class contempt that this can arouse.

Partnering with this 53-year-old British supermodel with a CV filled with the biggest names in luxury could help the brand reclaim a more upmarket image. But that would obviously be just an impression, because it’s a bet that this new PrettyLittleThing collection designed by Naomi Campbell (whose release date has not yet been announced) is in no way produced in better conditions than those that the Boohoo group usually offers.

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