In 2015, she shot Charli XCX in global commercial campaigns for Boohoo and Lynx Impulse. He pioneered the fishing of Boohoo fish (sailfish). Kamani started his career by working for Boohoo in 2006. In December 2015 Keane's vocals featured on the Boohoo Christmas TV Advertisement 'We Are Family'. Pretty Little Thing was later purchased by Boohoo in December 2016. His brother Jalal Kamani is the trading director of Boohoo. Only the online employees were taken on by Boohoo. However in April 2018, Boohoo shares recovered after brand PrettyLittleThing doubled sales.