PrettyLittleThing and Molly-Mae to show at same time as London Fashion Week

By

Sandra Halliday

Published
Jan 24, 2022

Fast-fashion e-tailer PrettyLittleThing will air its new Molly-Mae Hague-helmed collection at a showcase during London Fashion Week. The move follows the firm appointing the celebrity as its UK and Europe creative director last summer.

It said she’ll show 37 of the “hottest looks for 2022”, all of them designed by her. The event will be a hybrid one, taking place physically at 7.30pm on February 16 in front of 300 guests, while also being live-streamed on the brand’s social channels. An after-party will also feature a “special guest performer”.

Not a part of the LFW schedule, it’s the first big development after Hague was first announced as the new creative director last year although it isn’t the first time the brand has shown during one of the major fashion weeks. It’s previously shown during both New York and Miam fashion weeks.

London Fashion Week has in the past been a favourite event to draw attention to a high-profile trend-led collection by mass-market retailers and was used often by Topshop in its glory days.