British fast-fashion e-tailer PrettyLittleThing (PLT) has snapped up Love Island finalist Gemma Owen as its latest UK brand ambassador.

In a statement, PLT said that it has signed a year-long partnership with Owen, who came second on the reality TV show this summer with partner Luca Bish, and that she would be working with the e-tailer on her own PLT collections.

Owen will also produce “exclusive content” across the brand’s YouTube, Instagram and Tik Tok channels, and help the brand launch its new resale platform ‘PLT Marketplace’. The initiative is being launched later this year to encourage PLT's young customer base to rethink throw-away fashion and embrace sustainability by allowing them to resell old PLT items and other second-hand fashion.

Commenting on the deal, Gemma Owen said: “This really is a dream come true for me. I wore PrettyLittleThing throughout my time on the show and now being announced as one of their newest ambassadors alongside some incredible talent including Love Island alumni is really special. The team have been amazing and I’m excited to get to work and start designing some collections for you all.”