PRETTYLITTLETHING unveiled its ‘most ambitious’ rebrand since the launching in 2012, but fans are not happy many of the changes, including the prices.
The brand has achieved global success with over 18 million Instagram followers and has collaborated with some of fashion’s hottest stars, including Miley Cyrus, Rita Ora, and Nicki Minaj as well as Molly-Mae Hague.
The previous branded and homepage[/caption]
The brand’s new look and homepage[/caption]
Pretty Little Thing says the rebrand, titled A LEGACY IN PROGRESS, is the result of months of candid conversations and valuable feedback from loyal customers, following founder Umar Kamani’s return to the helm in September 2024.
He said: “I think what happened with the brand for a couple of years is we stopped listening. And that’s where the brand lost its identity.
“In coming back, what I’ve tried to do is to clean everything up and redefine ourselves.”
In the revamp, even the iconic pink unicorn emblem has had a makeover and is now a ‘heritage-inspired mark’ said to be a modern take on a historic coat of arms.
The new look marks a dramatic departure from the distinctive bubblegum pink fans know and love, and instead embraces a darker colour palette featuring shades like ‘garnet, rose petal, and blush sand’.
Previously, PrettyLittleThing was known for it’s trendy and affordable clothing, including their notorious 99% off Black Friday sales where shoppers could grab items for as little as 4p.
However, Kamani explains the high-end makeover is a “movement that celebrates our customers’ evolving style”.
The rebrand will also see a shift in priorities for the company, with product quality and consistent sizing being the focus.
Kamani added: “Quality and sizing are so important to customers now as they try and build staple pieces. People don’t want disposable fashion like they used to.”
He admitted that previously, the focus was “getting the product on site at the cheapest price”.
Now, instead of having £4 dresses, they are keen to make clothes that are “thicker, not see-through and a better fit”, which means using “better fabrics” and having “better finishes”.
He told Drapers that the quality improvements will be reflected in prices but PrettyLittleThing will not become an “expensive” brand.
But the rebrand has gone viral on social media, and TikTok influencer Geli (@gelikanu) is just one of many who shared her thoughts.
Social media reacts
She criticised the aesthetic of the new clothes, claiming they were catering to the currently popular “old-money” trend.
“PLT switching up their aesthetic has just reinforced my belief that this old-money epidemic just needs to die.”
In the hilarious video, she says “now when I’m going out, I’m seeing babes dressed like Margaret Thatcher for [a] common, ordinary lunch”.
“PLT is the kind of website [for]…when your friend messages you like ‘oh come, let’s go out to the club’ – ‘okay, let me buy this five pound little outfit’.
“Now, all of a sudden, I’m seeing £70??? [for a dress].”
Geli’s disappointment deepened when she examined the fabric details of the new products.
She said “It’s even plastic. You guys are buying polyester… the clothes will be looking at you, and you’ll already start itching”
The £70 dress is made up of 73% Polyester, 22% Rayon, 5% Elastane.
What are the material compositions?
According to The Council of Fashion Designers of America (CDFA), polyester is “a manufactured synthetic fibre”, which is “a kind of plastic…usually derived from petroleum”.
Rayon, on the other hand, “is a manufactured regenerated cellulosic fiber derived from wood pulp”.
It is typically made of wood from eucalyptus, spruce, and pine trees, but can also be made from cotton or bamboo.
Elastane is an exceptionally stretchy fabric, known for making active wear.
People in the comments also agreed with the “old money aestethic” being prominent.
“Heavy on ‘it’s even plastic’ cos why’s it 70 quid[?]” one wrote.
Someone else said: “Honestly, I expect cashmere for some of the prices they’re charging.”
A third commented: “The way they’re trying to market themselves as high end with their 90% polyester is criminal.”
One Tiktokker remarked: “RIGHT!! Charging £70 and it’s not even cotton??”
Bright colours are so 2015…
Geli isn’t the only one disappointed by the changes, as many have taken to the brand’s comment section to share their thoughts.
Particularly, fans are disappointed by the new colour scheme, saying they miss their fun and colourful clothing.
“You guys used to be fun. The rebranding is terrible and the clothes are boring.”
“Bring back original PLT before it went all weird, [I] used to buy my whole wardrobe from you at one point but haven’t shopped with you for years… I want original pink, fluffy unicorn back,”
“Boo go back! Everything on there is boring and dull”.
Knock-offs or affordable dupes?
What’s more, many have likened the styles to other up-market retailers, such as OddMuse, House of CB, and Molly-Mae’s new brand Maebe.
Some even claimed PrettyLittleThing no longer has an identity has in the wake of the rebrand.
One commenter said they are making a “HUGE mistake”.
“Forgetting you are PLT not House of CB. We don’t want basic, boring. We want fun.
“All you’ve done is copy Molly Mae’s entire brand (and price point) all whilst using 95% polyester ??? Boring.”
And it’s hard not to see similarities.
House of CB left and PLT right[/caption]
Both PLT and House of CB are offering dresses with bows on the back, but while PLT’s version is a more affordable £70, House of CB’s luxe version comes with a hefty £299 price tag.
The striking similarities between the designs has sparked debate over whether they’re clever dupes or simply uninspired copies.
Some, however, have loved the rebrand and have praised the company’s new look as a “perfect reflection of [their] growth”.
One TikTokker said “everyone’s made at the PLT rebrand but I think it’s kinda cute.”
Fans of the rebrand say the new look is a feminine and elegant upgrade.
One commenter said “love the new collection. The brand matured to deliver staples for everyone’s wardrobes”.
The Molly Mae Effect
Geli wraps up the video by adding that she also ‘blames’ Molly Mae for the rebrand, and commenters agree.
“Molly Mae, come and answer for your crimes,” one commenter quips.
The influencer has undergone a huge style transformation since shooting to fame on Love Island, and is now known for her chic business-causal aesthetic.
People are now speculating that Molly Mae was the one that inspired the PrettyLittleThing rebrand.
After stepping down as Creative Director in June 2023, rumours have circulated that Molly and Umar Kamani fell out over her decision to launch her own fashion brand, Maebe – nothing has been confirmed or denied.
It seems she was also excluded from attending his lavish wedding last year.
In a recent interview with Vogue, Molly said that whilst she doesn’t regret working with PLT, she wouldn’t work with them again, stating she doesn’t “particularly wear fast fashion now”.
Molly Mae recently faced backlash when her brand Maebe launched in September last year.
Fans were left disappointed with the products, with some saying their £140 blazer bobbled in minutes.
Molly Mae opened up about the fabric disaster on her Netflix documentary, but has since faced further backlash for the cost of her everyday wear.
