PrettyLittleThing unveils rebrand as it moves away from fast fashion past

PrettyLittleThing has unveiled its rebrand and relaunch under the title of 'A Legacy in Progress', which promises to "redefine accessible luxury for a new generation", while distancing the brand from its fast fashion past.

Under the guidance of returning co-founder Umar Kamani, who re-joined PrettyLittleThing in September 2024 – marking a "new chapter" for the fashion giant following some turbulent times – the new direction points to a more sophisticated, longer lasting appeal.

The "comprehensive elevation" touches every aspect of the new PrettyLittleThing experience – from elevated new collections to an inspiring digital destination.

The focus is on two standout collections for the relaunch, PLT Label, "setting a new standard in contemporary elegance", and New Beginnings, "a sophisticated celebration of modern style".

At the heart of the rebrand is a reimagining of PrettyLittleThing's visual identity. The distinctive unicorn emblem, once a playful symbol in bubblegum pink, has matured into a sophisticated, heritage-inspired mark that "marries the elegance of a historic coat of arms with modern design" in richer tones, while also "blending timeless heritage with a youthful edge."

Kamani, who founded the business with his brother in 2012, said: "Fashion has incredible power to inspire, elevate and transform. A Legacy in Progress is more than a rebrand - it's a movement that celebrates our customers' evolving style. We're writing the next chapter of fashion history, and we're just getting started.

"The rebrand is all about evolving with our customer who we feel has outgrown elements of what we had offered her. Reducing our offering has allowed us to produce more elevated styles in terms of design, quality and fit.

"We are leaving ‘fast fashion’ as we currently know it behind and discouraging wearing items just once, we want to give our customer styles that she can wear again and again, that can be styled in several different ways.

"There are no plans to introduce new categories at present, we are more focused on refreshing, refining and improving our current offering to ensure our product range has moved in the same way our customer has grown."

An event to mark the brand’s transformation is set to take place at a "chic venue" regarded as one of Paris’s most celebrated celebrity haunts this week, during Paris Fashion Week.

Further details of the event are, as yet, under wraps, but the concept is to showcase the new world of PrettyLittleThing with a "quiet luxury" sensibility – featuring subtle branding and a refined guest list that embodies the new forward thinking identity.