With summer travel back on the cards, it’s time to stock up on sunny-weather favourites as well as the latest beauty launches and new e-commerce site PrettyLittleThing is going to help you do just that.

Launching in the UAE today, the British destination for all things fashion at affordable price points is going to become our go-to for snapping up the latest trends and discovering new makeup drops.

To celebrate, they are offering 25 per cent off everything (excluding beauty and sale items) when you use code GET25 at checkout – is there a better excuse to snap up a brand new dress for brunch this weekend?

To get to know a little more about the brand as well as its stance on fast fashion and sustainability, we spoke to Marketing Director, Nicki Capstick who passionately champions inclusivity when it comes to everyone being able to buy something new without breaking the bank.

prettylittlething uae

Why did you feel now was the right time to launch a dedicated and personalised UAE platform?

There is a huge opportunity for PrettyLittleThing in the UAE and currently, no other online retailer is offering what PrettyLittleThing offers. Our teams have worked closely with local experts to ensure we have the right product offering, payment methods and delivery services in order to service the market effectively.

What unique features can UAE customers look forward to?

We are delighted to have created some unique campaigns for the UAE market with special edits specifically for our UAE customers and we look forward to working long-term with local influencers. We have also introduced store credit and payment on delivery to our UAE site ahead of launch to make the customer journey as seamless as possible

How would you define PrettyLittleThing today?

We are a lifestyle brand that looks to inspire our customers with the hottest looks at an affordable price.

What shopping habits have you noticed from the Middle Eastern customers?

We have seen a big interest in both beauty and accessories categories – more so than any other market.

There are numerous online outlets, what makes PrettyLittleThing stand out?

We’re more than just a website. We are a lifestyle brand – we have spent years ensuring all of our content is created with the customer in mind. Our social channels offer the customer style advice, behind the scenes footage on our shoots and live chats with our expanding influencer base. Last year we were the first fashion brand to launch a podcast and on a weekly basis we host guests from all over telling us about their life stories. We have also created a really strong identity through our unicorn branding which we have showcased all over the world.


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With accessible price points and numerous options, how do you make sure that PrettyLittleThing customers shop mindfully?

We encourage the customer to re-wear and reuse their items with our stylist videos including ‘3 ways to wear’ – these videos show the customer how to make the most out of items on our site by dressing them up or down depending on the occasion.

Affordable online stores are regularly criticised for fuelling the “fast fashion” movement, what is PrettyLittleThing doing to be more sustainable and ethical?

We are really proud to offer products that are on-trend, at price points which make them accessible and we would argue that this democratises fashion, ensuring that our products are in everyone’s reach, not just those with lots of disposable cash. We also don’t agree with the definition of fast fashion as ‘throwaway’ or ‘disposable’ simply because of its price-point.  Just because a product is affordable it doesn’t automatically mean it is disposable. In fact, through prominent features on our sites and social media feeds, we actively encourage our customers to find new and exciting ways of wearing their purchases so they get real value from them.

We have a brilliant sustainability team led by one of the senior team members who manages and plan all aspects of our work to reduce our impact on the environment.  From increasing our use of more sustainable fabrics, reducing waste across our entire supply chain, to implementing technological solutions, we are taking action across all aspects of the business. All of that said we know that there is a lot to fix in the fashion industry and we are keen, willing and actively taking part in finding and implementing solutions. We want to operate a business that is fair to all and kind to the environment and we are working hard to live up to these big ambitions

Which trends should we be snapping up for the summer?

I am loving the tie-dye trend at the moment and we have so many fresh summery pieces that can be styled in so many different ways.

Click through the gallery below to see what’s on Nicki’s wish list for the summer.

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Images: Supplied and Instagram