Fast-fashion retailer, PrettyLittleThing (PLT), is entering the resale industry by developing an online platform that will allow consumers to sell pre-loved products of any brand. The marketplace's app, which will follow a similar model as Depop, will launch in the UK in May followed by the US in the second half of 2022.

The approach is intended to promote sustainability by encouraging buyers to abandon wasteful fast-fashion habits such as hastily discarding fashion goods once they have been acquired. The platform will allow customers to re-sell their apparel regardless of brand, from Gucci to Asos and PrettyLittleThing (PLT).

Molly-Mae Hague was named PrettyLittleThing's UK and EU Creative Director in August of last year, and the firm released her first specially created collection the following month. Having previously worked with the company as their UK Business Ambassador, compiling a variety of edits, behind-the-scenes videos, and podcast interviews, the influencer star has agreed to a year-long engagement with the brand, working alongside their in-house Creative and Brand team throughout 2021.

The seller will be able to ship any product nationally or globally, and both the seller and the buyer will be able to communicate directly within the app.

Molly-Mae Hague, a former Love Island participant who was selected to the year-long position last August, is the face of the campaign. Hague will debut her new PrettyLittleThing x Molly-Mae line at London Fashion Week this week.

Her new collection will include more high-quality, "elevated" pieces, which she believes will inspire customers to keep their garments for longer periods of time and help PLT shake its reputation as a throwaway fast-fashion brand.

The new collection and the launch of the resale platform are both parts of PLT parent company Boohoo Group's efforts to strengthen its approach to sustainability and ethical commerce.

Last year, the company unveiled its first sustainability plan, promising to create resale and recycling programs across all of its brands by 2023.

By including a resale option in the PLT offering, the company will be able to tap into the massive market created by Depop, the Gen Z-focused site that contains over 100,000 PLT items.