Love Island star Gemma Owen has been named as the latest brand ambassador for online fashion retailer PrettyLittleThing in a six-figure deal.

The 19-year-old will launch her own collection and support the brand’s new resale marketplace platform, the company said.

Gemma, daughter of England football star Michael Owen, came second alongside boyfriend Luca Bish in the latest series of Love Island, which finished at the beginning of August.

Her deal with PrettyLittleThing (PLT) sees her following in the footsteps of former Love Island star Molly-Mae Hague, who is now creative director for the fashion outlet.

The reality TV show is known for its connections to clothing brands, but this year took a step away from fast fashion by announcing a partnership with eBay.

Speaking about the partnership, Gemma said it was a “dream come true”, while PLT chief executive Umar Kamani said she was the perfect person to represent the retailer as someone who is “smart, confident, ambitious” with a “much loved, relatable style”.

PLT, which is among fashion retailers that have received criticism about sustainability in the past, announced earlier in 2022 that it would launch a pre-owned resale app, allowing users to buy and sell old items from the brand as well as others.

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The partnership with Gemma is set to last for a year, the company said.

It follows her stint in the Love Island villa in Majorca, where fan favourites Ekin-Su Culculoglu and Davide Sanclimenti were crowned this year’s winners.

ITV has announced there will be two series of the show in 2023 – a winter series in South Africa as well as the summer series in Majorca.

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