Umar Kamani plans front-line fashion return with Dubai-based business

Umar Kamani, the co-founder of mass market fashion brand PrettyLittleThing (PLT), is planning a front line industry return, building a new consumer brand that will be “at the intersection of fashion and wellness”.

While the entrepreneur has yet to reveal full details of the venture – including its chosen name and launch date – Kamani’s taken to Instagram to attract a whole new team that will include fashion designers, fashion buyers, a digital marketing specialist, a social media executive (TikTok- and Instagram-focused), creative videographer/photographer & editors, creatives and stylists.

All positions will be full-time and Dubai-based.

Kamani’s existing business, interior design firm Kamani Rossar which he also founded with his brother and PLT co-founder Adam Kamani and interior designer Rob Rosser in 2024, also has a heavy Dubai influence with studios in London and the Middle East.

It provides “interior design services to an external base of global, luxury clients, as well as for Kamani Property Group’s portfolio of commercial, residential and industrial buildings in major cities including Manchester, London, Mumbai, Dubai and New York City”.

Kamani, who’s the son of Boohoo founder Mahmud Kamani, also owns a minor (3%) stake in Boohoo Group, rebranded as Debenhams Group in March 2025, which he purchased in August 2023.