PrettyLittleThing (PLT) founder Umar Kamani and supermodel-turned-entrepreneur Naomi Campbell have announced the debut of a new talent and partnerships agency, KC Global Partnerships. 

Opening this month, it will be based in Dubai, which Campbell said has become a “global hub for talent, brands, and innovation”.

She added that “throughout my career, I’ve experienced firsthand the power of meaningful relationships in driving success and creating opportunities. It’s not just about who you know; it’s about bringing the right people together at the right time. That’s what we’re doing with KC Global Partnerships, but on a much larger scale”.

The aim is essentially to “revolutionise the talent and brand collaboration landscape in the Middle East and beyond”. The agency said it will adopt “a 360-degree approach, focusing on driving innovation and culture through partnerships between talents, brands, celebrities, industry leaders, and experts. This unique strategy is set to transform the local market and create ripple effects globally”.

Kamani, who recently returned to the helm of Boohoo Group’s PLT, added: “In Dubai and across the region, we see immense potential to transform how talent and brands interact. Our vision goes beyond facilitating mere transactions. Our platform is designed to nurture authentic, long-term partnerships, creating real value for everyone involved. KC Global Partnerships isn’t just about connecting people – it’s about fostering a collaborative ecosystem that will spark innovation, fuel business expansion, and promote cross-cultural interchange throughout Dubai and beyond”.

To help him and Campbell in achieving their goals, they’ve brought in two industry veterans as directors.

Amy Simon has joined as a partner and director of PR and Talent after eight years spent managing global influencers, PR, events, and talent initiatives as the global head of PR and talent for PLT. 

She’s said to have “been instrumental in launching the brand in key markets, including the USA and France, and has executed shows at prestigious events such as Miami Swim Week and London and New York Fashion Weeks. Simon has signed an impressive list of talent, including A-list celebrities and influencers Naomi Campbell, Ashley Graham, Hailey Bieber, Teyana Taylor, Olivia Culpo, Molly Mae, Doja Cat, Saweetie, Lala Anthony, Lil Kim and Kourtney Kardashian”. 

Her previous brand experience included Arcadia, Monsoon/Accessorize, Dune group, Very Exclusive and Schuh.

She’ll be based in the Middle East to help expand the team and oversee brand talent collaborations. 

Meanwhile, Sufeena Hussain also joins as a partner and takes on the role of partnerships director. She has over two decades of experience across the Middle East and North Africa. Her portfolio includes “major brand activations across diverse sectors, including private, public, and governmental. Hussain has orchestrated major events for iconic brands such as Condé Nast, Harper’s Bazaar, and Esquire ME Magazine”. 

She also worked on major initiatives like the Mike Tyson Academies and the UAE 2030 Transport Masterplan. And she previously led PLT’s debut in MENA territories, “highlighting her proficiency in market penetration and brand growth”.