Hype Style/Beauty

Published on September 9th, 2019 | by Jerry Doby


PrettyLittleThing and Hip Hop’s Brightest New Star Saweetie Collaborate on Her Debut collection to Showcase at New York Fashion Week

PrettyLittleThing are excited to announce their latest collaboration with hip hop’s latest sensation Saweetie. Best known for her platinum hit “ICY GRL,” which earned an RIAA platinum certification and has over 82M views on YouTube, and her top ten hit “My Type,” which has over 158 million streams and is currently at #35 on theBillboard Hot 100. She will showcase her own 59-piece collection, available in sizes 2 – 22, at this season’s NewYork Fashion Week at the Plaza hotel, with a special runway show and a performance featuring surprise guests. The collection is inspired by classic Hip-hop styles combined with the early noughties fashion.

Included in the collection features sexy party wear, flashy triangle bralettes in fiery prints paired with sport luxe inspired miniskirts, in baby colored hues of pink and blue and the ultimate throwback and revival of the bandana top and bleach hipster jeans. Mini’s are the new midi’s this season, so follow Saweetie’s style by slippin’ into the sweet pink satin buster mini dress, showcasing those made to be seen curves. Sporty separates are reworked into sexier styles including matching slogan and hi-vis sets, giving you those trendy day to night looks by adding a pair of killer slinky heels.

Speaking on her first collaboration with PrettyLittleThing, Saweetie says;

“I’m super excited about my collaboration with PLT! PLT is rich in taste and quality which is why our brands blended so well! The theme of the capsule is a boujie rich girl enjoying the finer things in life. I want to show the boys and girls that if you hustle hard your work will pay off. I want to thank PLT for believing in me and standing behind my Saweetie brand. I’m giving my fans a taste of the lavish lifestyle in different moods from a fly tomboy to a boujie girly girl. Whatever mood you’re in I got you!”

Umar Kamani, CEO at PrettyLittleThing says;

“Following PLTs success on our celebrity collaborations so far this year, I am delighted to be working with Saweetie & Artistry Group CEO, Max Gousse on her first collection for PrettyLittleThing and, showcasing at New York Fashion Week for our first ever show this season. Saweetie has been a huge part of our design process, creating a range for her target audience as well as allowing us as a brand to blend a mix of culture and music which has been a big focus for us this year.”

To bring PrettyLittleThing to New York Fashion Week is a huge milestone for us and once again allows us to bridge the perception of fast fashion brands into the world of high end fashion and represent diversity and inclusivity. You can expect another spectacle at fashion week and we hope this will be the first of many seasons to come”

Stay ICY, bossed up & bougie with hyped up saucy styles and see it first on Sunday 8th September as PrettyLittleThing showcase their first NYFW show.



Originating as an accessories only website, founder Umar Kamani identified a gap in the market for the girl who wants fast, affordable fashion and who shops for the weekend, every weekend. Roll on 7 years later and we’re the fastest growing retailer in the world shaping the retail landscape. Our brand promise has always been to solve all of those “nothing to wear” dilemmas by dropping hundreds of new products daily. Our customer trusts in us to deliver her the latest product at the most competitive price. With a weekly site refresh of up to 1000 styles, we pride ourselves on constantly delivering an enhanced and interactive shopping experience every time our customers visit. Our business is all about the right here, right now. We don’t just anticipate trends; we create them, we take inspiration from the catwalk, celebrities and influencers, making sure they’re available for the customer to shop on our site before they’re available anywhere else. We’re not fast fashion, we are rapid fashion.


Umar Kamani is one of world’s most renowned entrepreneurs and started his business at the age of 24. He is a true leader in the fashion space coming from a long family history of fashion and retail. Graduating with an International Business degree from Manchester Metropolitan University and Umar and his team coming from the same generation as his customers, has been key to his brands success. Umar describes PrettyLittleThing as “a fairytale brand” and he is now responsible for dressing most of the female population. The 31 one year old founder of the global fashion brand counts the likes of Jennifer Lopez, Drake, Hailey Baldwin and Kourtney Kardashian as fans with Hailey, Kourtney and Jennifer all fronting campaigns for PrettyLittleThing. He has his finger firmly on the pulse of Influencer Marketing and with PLT now boasting over 11 million Instagram followers (nearly triple the population of Manchester) and 2 million Facebook fans, communicating the right content at the right time has been essential at driving his brands growth and engagement.


Flaunting nineties rhyme reverence, fashion-forward fire and endless charisma, Saweetie—born Diamonté Harper—can go bar-for-bar with the best of ‘em, and fans and critics immediately recognized and responded to that. Within six months, she cracked 100 million cumulative streams, garnered a gold plaque and earned the praise of Billboard, The FADER and Noisey as Los Angeles Times pegged her as “one to watch this year.”Drawing on a passion for poetry and numerous years of rapping in the car, she turned her love for words into vivid verses during 2018 on the High Maintenance EP with her smash hit “ICY GRL”, earning RIAA platinum certification. What’s more, 2019 saw the release of Saweetie’s ICY EP, spawning viral sensation “My Type,” which debuted at #81 on theBillboard Hot 100 chart.

As a businesswoman, she launched her sold out ICY jewelry line and partnered with PrettyLittleThing for a 50- piece capsule collection that will be releasing on September 8th. Meanwhile, everyone from David Guetta to Dua Lipa, Wiz Khalifa to G-Eazy have enlisted her for guest spots. As a fashionista, One Model Management (New York)/Lipps Agency (Los Angeles) signed her for modeling, and she graced the cover of Wonderland in addition to appearing in C.R. Fashion Book, Notion and VFiles. Managed by Max Gousse, CEO (Artistry Group) and represented by CAA, she’s set to perform a string of shows this fall and readies her full-length debut for release soon.


Artistry Group is the leading mobile-first facing entertainment company, encompassing music, film, tv, brand management and social media influencer network divisions. Led by industry veteran Max Gousse, the company has sold over 200 million records worldwide and produced the number 1 box office hit ‘You Got Served’.

PrettyLittleThing x Saweetie will launch exclusively on www.PrettyLittleThing.com on Monday 9th September

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About the Author

Editor-in-Chief of The Hype Magazine, and internationally published arts & entertainment journalist. Member of the U.S. Department of Arts and Culture as well as the United States Press Corps.

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