Posted by Cameron Beck Last updated 21st March 2025 reading time
PrettyLittleThing decided it was time to start again with a brand refresh and makeover in the bid to become ‘The Style Source For Every Kind Of IT Girl’. Gone are the days of baby pink and in is their "quiet luxury" era. Of course the internet is buzzing and consumers are very divided in opinions. Here are some reasons why the team might have decided to go down the route of major makeover :
"Quiet Luxury" is trending
Quite luxury is the new frontier, with blazers and business wear coming back as day-to-day wardrobe being back in fashion. With consumers shopping at brands like Maebe and TALA, PrettyLittleThing has to keep up with consumer trends.
"Elevate" Their Image
As a brand PrettyLittleThing is known for it’s cheap, cost effective clothing range that is not the most sustainable when it comes to fashion practices. This revamp gives them an opportunity to shake off their fast-fashion reputation and appeal to a more mature, discerning audience.
Umar Kamani's Vision
With Umar Kamani's return, he's expressed a desire to bring the brand back to a true identity, and "clean everything up". This facelift is a chance for the original CEO to bring the brand back to his vision for it.
With all of this in mind, the public are still skeptical as critics are questioning whether this is a genuine shift or just a superficial attempt to chase a trend. Can a brand built on fast fashion truly embrace "quiet luxury"?
This rebrand was a bold move, no doubt. It's a gamble that could pay off big time, or it could backfire spectacularly. Whether it's a genuine evolution or a clever marketing ploy remains to be seen. One thing's for sure: PLT has our attention. And in the fast-paced world of fashion, that's half the battle.
