In his pink trilby, matching velour tracksuit and £1,200 Chanel trainers Umar Kamani looks every inch the fashion princeling.
Sitting on a vintage leather couch in his office, his personal photographer snapping away in the background, the 31-year-old is talking about his fast-growing fashion empire PrettyLittleThing and the fame game.
With more than 500,000 Instagram followers and an A-list feed that has featured him posing alongside Jennifer Lopez, Drake and Manchester City striker Sergio Agüero, Kamani is a chief executive for the Kardashian age.
Boohoo Group PLC (LON:BOO) operates as an online fashion retailer in the United Kingdom, rest of Europe, the United States, and internationally. The company also provides its products under the boohoo, boohooMAN, PrettyLittleThing, and Nasty Gal brand names.