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E-commerce

PrettyLittleThing launches new collection in honour of International Women’s Day

Online fashion brand PrettyLittleThing has launched a new collection in honour of International Women’s Day on March 8, including a range of bodysuits, shorts, t-shirts and sweatshirts featuring slogans, such as: Girl Gang, Grl Power and Go Girl.

The collection is being promoted with a marketing campaign featuring an inclusive cast of models, such as alopecia advocate and mentor Danielle Bear, cancer survivor Lauren Mahon, transgender cover girl Giuliana Farfalla and Aussie fashion designer Yasmin Jay.

The collection’s focus on female empowerment and campaign’s message around body positivity speak to the increased focus on gender equality in the lead-up to International Women’s Day’s.

“To me IWD is a day to celebrate everything that a women means and as a society we often have definitions of femininity and womanhood forced upon us in this day and it’s great to acknowledge the incredible moves and work women are doing and now there’s at least one day where we can stand together and say “yes come on girl let’s do this,” Mahon said.

Jay said her message to the women of the world was to “feel beautiful an confident in your own skin.”

PrettyLittleThing has frequently come under fire for the size and fit of its clothing, with customers posting on social media about dresses they could only fit one leg into and shirts they couldn’t pull over their head.

The International Women’s Day collection is available in a wide range of sizes and is being promoted with the hashtag #EveryBodyInPLT.

One hundred per cent of the proceeds from the collection will go to the World Association of Girl Guides and Girl Scouts, which represents 10 million girls in 150 countries and aims to develop their leadership skills and empower them to speak out on issues that are important to them.

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