PrettyLittleThing launched their Middle Eastern website in June 2020 wherein in October, they hired a black Muslim plus-size model to wear their new line of modest clothing which then raised criticisms for neglecting the use of hijaba veil worn by most Muslim women which can refer to any head, face, or body covering worn.
In October 2020 they hired Billy Marsal, a black Muslim plus-size model to wear their new line of modest clothing; the first time they have had a model wearing a hijab. 
