PrettyLittleThing’s Rebrand: A smart move or just a pretty facelift?
PrettyLittleThing (PLT) has officially rebranded and ditched its signature pink aesthetic in favour of a more muted, ‘quiet luxury’ aesthetic. The updated logo and new look are cleaner, more refined, and clearly aimed at repositioning the brand from backlash.
But the real question is, can a fast fashion giant redefine itself as luxury simply through design?
a visual refresh that makes sense
From a design perspective, the PrettyLittleThing rebrand is a well-executed move, in our opinion. The new PrettyLittleThing logo is sleek and modern (it gives Agent Provocateur vibes, which, if you’re not familiar, is a super prestigious lingerie brand!). The colour palette feels more moody and premium (typical for a luxury aesthetic), and the overall aesthetic is a departure from the overtly trendy, influencer-driven style for which PLT was known for. Visually, the brand is signalling a shift of less nightclub, more curated wardrobe staples.
This makes sense. The fashion industry is embracing timelessness over trend-chasing, and PLT is clearly trying to stay relevant and scrub out the negativity surrounding its practices. A refreshed identity was necessary to match this shift. However, new branding alone isn’t enough to rewrite a brand’s reputation - especially when it comes to luxury.
Pretty Little Thing’s New Brand
can PrettyLittleThing be considered luxury?
PLT can design a more elevated brand identity, but that doesn’t automatically make it a luxury brand. Luxury isn’t just about aesthetics, it’s about quality, exclusivity, and a sense of aspiration that consumers buy into. It’s built over time, not announced with a new colour palette. This is often hugely mistaken by businesses who have the desire to become a luxury brand.
The challenge here is that PLT still operates within the fast fashion model: mass production, synthetic fabrics, and affordability at scale. That’s fundamentally at odds with what consumers expect from true luxury brands. You can look expensive, but if you’re still selling polyester at fast fashion prices, the illusion only lasts so long.
rebranding vs repositioning
There’s a big difference between refreshing your visual identity and genuinely repositioning your place in the market. PLT has taken an important first step, but if they truly want to shift consumer perception, the changes need to go deeper. Improved quality, more sustainable practices, and a move away from mass production would solidify the shift.
At the end of the day, brands don’t define themselves as luxury, consumers do. And while a strong brand identity can set the stage, it’s the experience, product, and positioning that will determine whether PLT’s rebrand is a lasting evolution or just a well-designed facelift.
a step in the right direction, but not enough
PLT’s rebrand is a bold move, and visually, it’s a step in the right direction. But aesthetics alone won’t change consumer perception. If the goal is to be seen as luxury, PLT needs to back up its new look with real, tangible shifts in quality, exclusivity, and sustainability, and to be seen as a luxurious brand takes time.
A true rebrand goes beyond visuals, it’s about aligning every touchpoint with a long-term vision. If PLT wanted to be seen as a luxury brand, the strategy should have been clearer: defining what ‘luxury’ means for them - a new name, or a premium sub-brand could have made this transition smoother. As it stands, PLT is asking consumers to forget what they already know about the brand and buy into the new identity overnight. In branding, trust is built over time, not with a new logo.
For brands looking to reposition themselves, the takeaway is clear: a strong visual identity is powerful, but a true rebrand is about much more than just aesthetics. It’s about creating a brand experience that feels as premium as it looks.
Will they receive a lot of backlash? Of course, they have gone from one scale of affordable fast fashion to the opposite end of attempting to build a legacy. But here is the thing: legacy brands aren’t built overnight, and a colour palette and new logo won’t change that either. BUT, a newly aligned visual identity is the first step to building a legacy.
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