This November 19th, global eCommerce retailer PrettyLittleThing is taking things down under.
The UK fast fashion giant is staging a first-of-its-kind socially distanced 1km fashion show against the backdrop of Lake MacDonnell, on the Eyre Peninsula.
The show will feature headliners including Victoria's Secret model Georgia Fowler, Samantha Harris, Bambi Northwood Blyth, Samantha Rayner, Agi Akur, Jess Van Der Leahy, as well as Tammy Hembrow in her catwalk debut.
The runway will be supported by an all-female entertainment line-up featuring DJ Tigerlily and local South Australian artist Tkay Maidza.
The international fashionbrand has partnered with South Australian Tourism Commission to host the show in a remote area of South Australia,
The show will have a strong focus on diversity with PLT's #everyBODYinPLT' ethos which will play a big part throughout the unique event.
To mark the first Australian runway for the brand, model Samantha Harris will be revealing her very own indigenous inspired design on the catwalk, which she has worked on in conjunction with PrettyLittleThing.
In advance of the runway Australian creative agency, We Are Komodo, will shoot PLT’s new summer campaign in locations across South Australia including Kangaroo Island and Coober Pedy, Australia's opal capital.
PrettyLittleThing CEO Umar Kamani praised the venture.
"At PrettyLittleThing, we are always looking to do something new and exciting.
"Off the back of our last catwalk show at NYFW, when We Are Komodo showed us the beautiful pink lake in South Australia, we knew it would be the perfect place to celebrate PLT once again and produce Australia’s longest catwalk.
"We will be shooting our campaign imagery in South Australia, embracing the outback, wineries and world-class beaches before bringing another stunning show to our global audience and celebrating #everyBODYinPLT."
PrettyLittleThing will kick off the event at midday with a dedicated VIP area for guests, local markets and entertainment before the welcome to country, with the main show scheduled to commence at 3pm in the Eyre Peninsula.
Consumers across the globe will be able to watch the show live on PrettyLittleThing's Instagram and Youtube page, with all clothing available for purchase as the runway commences.