Young fashion retailer PrettyLittleThing has announced a year-long partnership with pop culture TV channel E! Entertainment Television.
PrettyLittleThing will sponsor a selection of the channel’s programmes, including Wags LA in the UK and Ireland, and Revenge Body with Khloe Kardashian in France.
The sponsorship will also be featured on both brands’ social media platforms, aimed at PrettyLittleThing’s 16-34 year old target customer.
The partnership will be in addition to E! and PrettyLittleThing’s existing sponsorship of the show Life of Kylie in Australia and France.
Umar Kamani, CEO of PrettyLittleThing, commented: “We’ve got ambitious growth plans and I’m looking forward to driving PrettyLittleThing and E!’s matching values and association with celebrity fashion on a multi-territory scale.”
Michael Pennington, vice president, advertising sales at NBC Universal International Networks, added: “As a leading authority in entertainment and reality content, with proven ability to reach a young, aspirational female audience, E! is a perfect match in the UK, Ireland, France and Australia.”
PrettyLittleThing, which the Boohoo Group acquired last year, saw revenues leap up by 191% to £73.8m in the four months to 31 December 2017.