PrettyLittleThing has partnered with London-based Wall of Productions to launch a new online YouTube series centred around a host of female content creators.
The fashion e-tailer’s official content partner, Wall of Productions, will create video content to appeal to Generation Z and PrettyLittleThing’s core customer demographic of female shoppers aged between 16-24.
The brand’s head of social Beckie Turnbull hopes the production firm will produce content that ‘continues to entertain’ with ‘light-hearted topics’ such as dating, and travel to issues of social impact like mental health, fashion sustainability and activism.
“Having been a fan both professionally and personally of all the content produced by Wall of Production, I am extremely thrilled to work with them,” PrettyLittleThing head of social, Beckie Turnbull, said.
“Since working with them on two projects this year we have seen incredible results for our channel. The quality and attention to detail in the production of the shows is industry leading and we have created together, the content we are very proud to share in line with the future social and brand strategy.”
PrettyLittleThing also intends to widen its pool of female collaborators typically associated with PLT to ‘profile and celebrate’ a more diverse range of influencers, content creators and personalities across different industries.
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Wall of Productions managing director, Tafara Makopa, added: “We’ve spent the last few years making award-winning content for some of the world’s best brands whilst helping to carve out a new and exciting space for male influencers and YouTubers to become some of the most popular personalities dominating our screens today.
“We want to apply our same winning approach to collaborate with female personalities who are bold, opinionated and entertaining for the PLT audience. We’ve got some incredible new content launching in 2023 so alot for people to look forward to.”
The news comes months after a PrettyLittleThing advert was banned by the Advertising Standards Authority (ASA) for using sexually suggestive images of a child and referring to her age.
