PrettyLittleThing scrambles to save its already poor reputation after insensitive Eid collection – Screen Shot
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PrettyLittleThing scrambles to save its already poor reputation after insensitive Eid collection

Fast fashion brands, just like many other companies, profit massively off of big holidays. While at Christmas, we scramble for a last minute jumper, on New Year’s Eve, our outfits leave a trail of glitter as we chaotically enter the new year. Heck, some fashion labels are even promoting coronation dressing now.

But, if we had to crown one specific brand for just how exploitative and ruthless it is in its money chase, it has to be the infamous PrettyLittleThing (PLT), who, in the run-up to the Muslim Eid festival (which marks the end of the month-long dawn-to-sunset fasting of Ramadan), has been heavily criticised online for its so-called “Eid edit” collection.

Before we dive into the many issues netizens and Muslim shoppers alike have pointed out regarding PLT’s poor attempt at modest fashion, it’s important we highlight what the values that Eid is based on. 

Eid is a major Islamic festival celebrated by Muslims all over the world at the end of Ramadan, a month of fasting and spiritual reflection. For the religious holiday, Muslim families come together for a great celebratory feast, while also making donations to those less fortunate.

The festival is also considered an opportunity for Muslims to reconnect with their faith. To reflect their religious beliefs, many Muslims dress modestly—a key point that was completely ignored by PrettyLittleThing.

Despite the brand having the same 24 hours in a day as fast fashion fiend and longtime PrettyLittleThing collaborator Molly-Mae Hague, Muslim gen Zers were quick to point out how rushed, poorly researched and simply ignorant its take on Eid is.

Dresses that seem modest at first have provocative hidden cut-outs or shorter-than-short hemlines. In other instances, PLT hasn’t even attempted to hide its disrespect as low cut necklines and sheer dresses dominate.

After receiving much deserved criticism across social media, PrettyLittleThing removed 47 items from its curation, leaving only 189, most of which are beauty-related as opposed to actual clothing.

When approached by the BBC for a comment on the latest controversy, the company claimed that the collection was created with the intent of layering rather than stand alone items. Is it just us or does this scream PR damage control?

Unsurprisingly, PLT isn’t the most ideal brand when it comes to finding Eid-appropriate outfits, or any holiday for that matter. With the rise of fast fashion brands like PrettyLittleThing, Missguided, ASOS and Boohoo, we as a society experienced a mammoth uptake in clothes that only had a one-day lifespan. Edits like this promote single-use purchases for one specific event rather than turning to something you already have, renting or shopping second-hand.

Such consumer habits are the result of money-making schemes from men in suits. Fast fashion inherently favours profits over environmental impact. PLT is often described as the ‘throwaway brand’, producing poor quality clothes that break easily or, in some cases, aren’t even wearable.

Anyone remember the warehouse bug infestation that led to pest control being called after Molly-Mae wannabees found critters crawling in their clothes? One-off shopping and disposable drip are single-handedly destroying our planet, and PrettyLittleThing is not planning on doing anything about it anytime soon.

Shortly after the disastrous Eid edit, news broke that PLT’s CEO, Umar Kamani, would be stepping down. Under the 35-year-old’s leadership, factory workers, predominantly from less economically developed countries, were continuously exploited and paid a mere £3.50 an hour. Yes, that definitely makes for a “truly inspirational leader.” The company’s words, not ours…


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As the rivalry between sustainable and fast fashion continues, we can only hope that such a dramatic shift in leadership will mark the beginning of the end for one of this vicious cycle’s most notable criminals.

Build yourself an Emily Ratajkowski-approved wardrobe with these 22 fashion must-haves

Just like her recent hookup with former One Direction heartthrob Harry Styles, Emily Ratajkowski’s style is enviable to say the least. Her secret? It’s more accessible than you may think. Pairing baggy trousers and cute baby tees with cool trainers is a go-to look for the model. Chances are, you already have some of these staple pieces in your wardrobe.

So, what do you say? Are you ready to embrace your inner cool girl—anyone remember when Ratajkowski was literally the “cool girl” in Gone Girl? Below are our five most-loved Em Rata fits plus affordable lookalike pieces you’ll need in order to recreate them.

Look 1:


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A post shared by Emily Ratajkowski Closet (@emratastyle)

You’ve heard it here first, capris are making a comeback this summer. Want to dip your toe into the trend? Try this fit from Ratajkowski. Here, she pairs a simple, high-neck tank top with low-rise, flared trousers and worn-in brown loafers. Not a fan of the bottoms? Swap them with these Dickies instead.

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Look 2:

If you’re a fan of casual fits with a hint of femininity, this next look is definitely a keeper. The supermodel keeps it simple with a black tank, denim mini and her current favourite pair of trainers. Of course, if you’re emulating full Rata-realness, you might want to finish off the look with an eligible bachelor or two.

Last but not least, sling a two-tone snakeskin bag over your shoulder, and you’re all set.

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Look 3:

Though the model might be best known for her stunning sheer red carpet looks, she’s also always been a fan of more versatile apparel. Here, she’s seen in a casual mesh button-up shirt, a loose-fitting pair of men’s workwear trousers, and a comfy pair of Nike Air Max 270s. Pro tip: you can’t really ever go wrong with a big pants/small shirt combo.

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Look 4:


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Denim maxi skirt? Check. Worn-in leather jacket? Check. Cowboy boots? Check. This off-duty ensemble ticks all the boxes on our list for a 2023 effortless outfit. Pair your favourite jacket with a detailed jumper underneath, just peeking through enough to make an impact.

We’d also recommend following Ratajkowski’s lead and finding a perfectly groomed pooch to add to the look. Either borrow a friend’s pup or adopt a furry friend yourself!

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Look 5:


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A post shared by Emily Ratajkowski Closet (@emratastyle)

Last but not least is another certified gen Zers-approved fit: cowboy boots and a mini skirt. Capable of taking you from day to night, the High Low podcast host compliments a silky brown blouse with a mini cargo skirt and boots. To complete the outfit, pair the look with your favourite shoulder bag and sunnies.

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