Boohoo-backed MissPap taps Love Island winner Amber Gill for relaunch

Fashion e-tailer MissPap has enlisted Love Island queen Amber Gill to be the face of its relaunch following its acquisition by Boohoo Group earlier this year.


MissPap is strengthening its celebrity fashion credentials - Photo: MissPap

MissPap is the latest Boohoo-backed brand to sign a star from the massively popular TV series, joining Boohoo which agreed deals with India Reynolds and Maura Higgins, and PrettyLittleThing, which launched an exclusive collaboration with Molly-Mae Hague. Hague’s partnership with PLT, reportedly worth £500k, was a hit with shoppers, with some styles selling out within hours.

MissPap’s  £1 million, six-month exclusive deal with Amber Gill will kick off with the launch of her first ever-clothing collection due to launch in October. It will be all-inclusive, with sizes from 6-26, and include something for everyone, from bodycon silhouettes to exaggerated sleeves, ruches and plunging necklines.

Amber Gill commented: “I am so happy to be joining the new MissPap family and to be a part of the fresh MissPap brand. Since leaving Love Island everyone has been waiting for me to announce my clothing collection but I wanted to take my time in the design process to make sure everything is perfect for girls of all shapes and sizes, but also ensure it embodies my fashion sense, fun, sexy and easy. My collections will feature a range of going out, gym and lounge wear mixed with essential day time bits too.”


Amber Gill won this year's hit TV series Love Island - Photo: MissPap

The signing is MissPap’s first big project since it joined the Boohoo family in March, and it will be followed by a number of collections and events launching over the next six months. The Manchester-based celebrity-influenced fashion brand has a strong visual identity and social media presence, and partnering with Amber Gill, who has almost 3 million followers on Instagram, will give it exposure to new potential customers.

John Lyttle, chief executive officer of Boohoo Group, commented: “This acquisition further strengthens our multi brand platform, representing an exciting opportunity to accelerate our offering to our ever-growing range of customers globally. Amber is a perfect fit for the MissPap brand and we are delighted to have her on board.”

Firmly focused on the e-commerce fashion market for 16-30-year-olds, the group is expecting to report a sales increase of up to 38% this year.

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