This is why PLT drops nearly 250 new items every week. “ business model is very similar,” said Umar Kamani. “You can’t get more fast-fashion than Boohoo,” said Kane to when the e-tailer opened its Parisian offices in 2018 ( read the interview here). Like Nasty Gal, PLT was spawned by Boohoo, the British fashion e-tailer founded by Mahmud Kamani, father of Umar and Aman, and by Carol Kane. “The world is beset by so many problems and, in the midst of it all, we are trying to create a fairy tale for women, to give them comfort and self-belief, and to make them feel empowered through fashion,” said Kamani. The venue, on central Boulevard Haussmann, is steeped in pink décor, pride of place going to a pink winged unicorn in actual size and a golden Eiffel Tower replica. “We want to be these women's best friends,” PLT’s co-founder and CEO Umar Kamani told, as he visited Paris to open a showroom during the fashion week.

PLT’s fashion is colourful and flamboyant, and the label’s chief concern is to make the products extremely affordable for its customers. The latter have become the label’s main brand ambassadors, with no fewer than 8,000 collaborations featured in 2019, generating 9.5 billion social media hits. The products are directly inspired by catwalk shows, and by the wardrobes of international celebrities and influencers.

PLT is targeted to young women aged 16 to 24, and has a catalogue of 20,000 items, from apparel to footwear and accessories.

Pretty little things