PrettyLittleThing has launched a new partnership with pop culture channel E! Entertainment Television in an effort to drive the companies’ “matching values and association with celebrity fashion”.
The year-long partnership will see PrettyLittleThing sponsor the channel’s biggest shows, including Wags LA in the UK, Keeping up with the Kardashians in all territories, and Revenge Body with Khloe Kardashian in France.
PrettyLittleThing currently sponsors Life of Kylie in Australia on the entertainment channel, and the deal will build on this relationship, incorporating both the brands social media networks to engage its fans.
“I couldn’t be prouder to announce that we’ve partnered with E!,” PrettyLittleThing chief executive Umar Kamani said.
“Our typical customer is obsessed with all things celebrity and style and E! is the number one destination for reality and entertainment.
“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.”
E!’s vice president of advertising Michael Pennington said: “We are delighted to be working with PrettyLittleThing on this multi-territory campaign with E!
“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.”