Manchester-based online fashion brand PrettyLittleThing has unveiled a major rebrand, ditching its famed winged pink unicorn mascot and bubblegum pink branding for a more sophisticated, toned down look. Is this really the ‘next era’ for the Boohoo-owned company, or will it be drowned out in a sea of savvy competition?
Reintroducing the brand, the company’s website now tells shoppers: “Allow us to reintroduce you to PrettyLittleThing, the generation-defining style source for every kind of It Girl.
“With the belief that elevated fashion essentials should be available to all. From the classic and timeless to the contemporary and cutting edge, designed with you in mind.
“This is the next era of PLT, and we’re excited to have you with us.”
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Founder Umar Kamani, who has become somewhat of a celebrity himself over the years, stepped down as CEO in 2023 in pursuit of “new challenges”. Just a year later in September 2024, he announced he’d be returning as CEO in a vow to reconnect with customers and make the brand ‘special’ again.
He recently told Drapers that the “brand lost its identity” in recent years after it “stopped listening” to its loyal shoppers.
“In coming back, what I’ve tried to do is to clean everything up and redefine ourselves.”
Before the rebrand dropped on Monday evening, Kamani shared a video clip of him on stage with Steven Bartlett to his Instagram followers.
“We had an emotional, powerful, and deeply inspiring conversation about the future of this brand – our brand. It was a moment I’ll never forget,” he told Bartlett. “This is more than a brand – it’s a legacy in progress. And I can’t wait for you all to see what’s coming next.”
He continued: “People talk about the old PLT. This PLT is going to be far better.”
Famed for its use of influencers, will this “new era” help PrettyLittleThing shake its fast fashion past and help it pull back customers who have been gravitating towards the likes of second-clothing platforms like Vinted or Depop or perhaps the rapidly rising competitors such as fast fashion giant Shein?
After the big rebrand reveal, the reaction was mixed online. From disappointment about the brand’s move away from its pink, “iconic” unicorn aesthetic, others hailed it for being “totally in sync for Gen Z’s ‘old money’ era”.
One notable, lingering question was over the brand’s move away from fast fashion. “Transparency is important,” warned one brand leader. “This move for PLT is bold, but will it succeed? That depends on whether it can convince consumers that ‘new beginnings’ isn’t just a tagline and a new collection, but a genuine transformation”.
The rebrand follows the news just over a month ago that the online fashion giant is set to cut more than 50 jobs at its Manchester office.
“As a business, Boohoo Group remains focused on ensuring that it is well-placed to potentialise the significant opportunities ahead, while maintaining a control on costs,” a spokesperson for Boohoo Group, owners of PrettyLittleThing, told Drapers at the time.
“Following a review of business operations, we have made the difficult but necessary decision to propose some changes to the structure of some of our teams, which affects some roles. Affected colleagues are being informed and we are supporting them at this time.”
