LOS ANGELES — PrettyLittleThing.com is coming soon to a corner near you. But it’s not a store. While most e-tailers are dipping a toe into brick-and-mortar retail, the six-year-old U.K.-based fast-fashion brand is content to stay in the online realm, where it’s experienced high double-digit growth since launching in the U.S. in 2016. But it does want to get up close and personal with the influencers and celebrities who inspire and drive the business.
On the prime corner, two-story retail space at 8587 Melrose Avenue, next to All Saints and a stone’s throw from Sweaty Betty, Zadig & Voltaire, Rag & Bone, Lululemon, MAC, Cutler & Gross, Alice + Olivia and Restoration Hardware, bright pink signage saying simply “coming soon” has heralded PrettyLittleThing’s arrival for the past few weeks, leading most to believe that, like its neighbors, it would be a store.
“I’m looking forward to jumping into the creative process and exploring fashion through a different lens,” said actor Michael B. Jordan exclusively to WWD about becoming the first face of @coach ‘s men’s business. Not only will the actor appear in its global ad campaigns, but he will also create a capsule with designer Stuart Vevers. Tap the link in our bio to learn more. #wwdfashion
“The name of the show is GP — giant pockets,” said Karl Lagerfeld pre-show, in his backstage meeting room at @Fendi to Bridget Foley. @Bellahadid was one of the many famous faces who graced the catwalk including @Gigihadid, @Adwoaaboah, and yes, even @Kendalljenner. #wwdfashion
Photographed by Kuba Dabrowski/WWD
“We are obsessed with Fendi and we want to share this obsession,” said CEO Serge Brunschwig to WWD. @Fendi will be releasing a new capsule collection Oct. 16 centered around the Fendi/Fila logo created by Instagram artist @Hey_reilly. Further proving the logo trend isn’t going anywhere. Link in our bio for more details. #wwdfashion
Earlier this month at the #WWDStyleDimension, @origins previewed its latest face mask— Hello Calm with relaxing and hydrating Cannabis Sativa Seed Oil. It’s now available in Origins stores & online, and on @sephora.com. Perfect for some post fashion week R&R. #DiscoverOrigins