By  on October 12, 2016

U.K. fast-fashion scion Umar Kamani has tapped rising model and celebrity sibling Sofia Richie as their first PrettyLittleThing campaign face.

The e-tailer, which launched in May 2012 with accessories, expanded into apparel the following year and this year entered the Australia and U.S. markets. PrettyLittleThing’s Los Angeles launch party in July was hosted by Kylie Jenner, whose orange dress became an instant bestseller.

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