Elsa Hosk has signed a mᴀssive six-figure deal with online fashion brand PrettyLittleThing to launch her own festive collection.
The Victoria Secret Angel, 36, is set to follow in the footsteps of Naomi Campbell, who released a range with the fast fashion brand last year.
The 5ft9 supermodel’s range will drop in the coming weeks ahead of Christmas and shoppers can expect ‘vintage’ looks and lots of ‘fur’ pieces.
A friend of Elsa’s told The Sun: ‘PLT is going more high end, focusing on quality and raising the game in the style world.
‘Her shoot will drop in the next few weeks in time for Christmas, with vintage vibes and faux fur.
Elsa Hosk has signed a mᴀssive six-figure deal with online fashion brand PrettyLittleThing to launch her own festive collection
The 5ft9 supermodel’s range will drop in the coming weeks ahead of Christmas and shoppers can expect ‘vintage’ looks and lots of ‘fur’ pieces
The Swedish runway star modelled for Victoria’s Secret, appearing in the brand’s annual fashion show from 2011 to 2018.
She also posed for Dior, Dolce & Gabbana, Ungaro, H&M, Anna Sui, Lilly Pulitzer and Guess. And she has landed on the covers of Vogue and Elle.
The highlight of her career has been working for VS. She opened the Victoria’s Secret Fashion Show in 2016 and wore the Swarovski outfit in 2017.
She was chosen to wear the Dream Angels Fantasy Bra in the 2018 Victoria’s Secret Fashion Show held in New York City.
The bra, worth $1 million, was designed by Atelier Swarovski.
The brands new signing comes after PLT founder Umar Kamani vowed to change the way the company works, after customers complained about ‘poor sizing and poor quality’.
Speaking exclusively to MailOnline in September, the Manchester entrepreneur, 36, said he was personally working to improve customer experience after a post he’d made this week on the brand’s Instagram account had prompted a raft of negative comments.
Kamani, who earlier this month made a dramatic return to the company more than a year after stepping down as CEO, had published an explanation as to why some some shoppers’ accounts had been blocked, saying the company was losing money because a small proportion of customers were requesting refunds ‘100% of the time, or most of the time’.
A friend of Elsa’s said: ‘PLT is going more high end, focusing on quality and raising the game in the style world. Her shoot will drop in the next few weeks in time for Christmas, with vintage vibes and faux fur’
Elsa is set to follow in the footsteps of Naomi Campbell, who released a range with the fast fashion brand last year and showcased the collection during New York City Fashion Week
Elsa has previously modelled for Victoria’s Secret, Dior, Dolce & Gabbana, Ungaro, H&M, Anna Sui, Lilly Pulitzer and Guess. And she has landed on the covers of Vogue and Elle
The post sparked both supportive and negative comments, with some praising the brand for taking action, while others suggested there were other reasons behind the high return rate, such as inconsistent sizing and low quality garments.
The businessman said he had taken on board the negative feedback, saying: ‘I’m not trying to shy away from anything.
‘The size and the quality, if you’re taking the approach of listening to the customer, which we are, isn’t good enough and you can clearly see the frustrations in the posts. We have work to do as a business that cares about our customers.’
Speaking about his own ambitions, he said his return to the brand has nothing to do with money, saying: ‘I’m not back here for money or anything else, this is personal, it’s my baby, I built it from the start and I’m not happy to see the way the customer thinks about the brand, it’s all personal for me.’
The entrepreneur said there had been errors made in the running of the company in recent years and his intention now is to ‘bring the beautiful brand back to where it belongs.’
The new signing comes after PLT founder Umar Kamani v owed to change the way the company works, after customers complained about ‘poor sizing and poor quality’
