Boohoo-owned fashion retailer PrettyLittleThing has launched a Modest Wear Collection in the Middle East. Spanning classic everyday staples to special occasion pieces, the range features modest dresses, long sleeve tops, wide-leg trousers, headscarves, abayas, and kimono-style midi dresses.
PrettyLittleThing partnered with 21-year-old model Billy Macal to introduce the range, with a Twitter post announcing her as the first hijab-wearing model featured on the website garnering more than 500,0000 likes and 64,000 retweets. Speaking on the collection, a PrettyLittleThing spokesperson said: “Following our successful launch into the Middle East we are delighted to be launching our ‘Modest clothing’ collection on site. Our ethos of ‘EveryBODYinPLT is extremely important to us, so it’s been amazing seeing such positive customer feedback and working with models who represent all of our customer bases.”
The British online brand, known for its bubblegum pink aesthetic and affordable prices, launched a Middle East-dedicated website in June. Available in Bahrain, Jordan, Kuwait, Oman, Saudi Arabia, and the UAE, the platform offers a selection catered specifically to the region’s consumers, including curated regional edits, capsule collection, and unique local content.