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24th Aug 2022

Gemma Owen finally addresses PrettyLittleThing deal

Gemma spoke about the partnership for the first time today.

Love Island star Gemma Owen has finally addressed her brand ambassador deal with the fashion retailer PrettyLittleThing after saying yesterday that she wasn’t allowed to talk about it due to contractual obligations.

PrettyLittleThing announced on Monday that they would be working with Gemma, but the international dressage rider kept quiet about her news. She subsequently wrote on Instagram that while she was “desperate” to talk about it, she was “not allowed due to previous contractual obligations.”

Now, it seems she’s in the clear, and she posted about the deal on her own Instagram page.

Sharing a recent photoshoot at PLT HQ, she wrote that she is “beyond excited” to come on board as a brand ambassador.

“I honestly feel truly flattered to have been approached by @umarkamani,” she wrote. “It means a great deal to me that he trusts me to be a positive role model to PLT customers and an ambassador to his hugely successful brand.”

She went on: “PLT is a brand that I have followed the success of for many years. I’m a PLT customer, it’s been my ‘go-to’ brand in many instances.

“It feels like a dream to be able to help design and create my own collections with PLT and I can’t wait to get started working with the talented team at the PLT HQ that have already made me feel so welcome.”

She added: “Thank you all for your support, without you guys this would never have been possible! I have lots of ideas and I can’t wait to share the journey with you all.”

Gemma’s deal with PrettyLittleThing has been a point of contention for many. Former Love Island contestant Brett Staniland called out the brand for using Indiyah’s image, name and popularity for social media engagement, without actually compensating her.

In an Instagram comment, he wrote: “OK so a while ago I said ‘they use women of colour in their campaigns to hide the exploitation of women of colour in their supply chains.

“It makes the brand appear inclusive when in fact it’s purely exploitative. Now they’ve gone even further and are using (without any compensation) the image, name and popularity of a Black woman, to further the brands image with no intentions of rewarding or even acknowledging them. It’s honestly disgusting.”