LOYAL shoppers after threatening to boycott PrettyLittleThing after its quietly made a huge change to its returns policy.
The fast fashion retailer has slashed its returns policy in half, from 28 days to 14.
This change, which came into effect on February 6, coincides with the brand’s recent refresh and has sparked considerable backlash on social media platforms like TikTok.
One user, @sophienewtnewts, reported having her return rejected because the new policy shortened the return window, leaving her unable to return items purchased before the rebrand.
Some shoppers have threatened to boycott the retailer following the news.
One person said on TikTok: “This makes it easier for me not to buy from them.”
Another said: “It’s like they hate their customers.”
A third shopper said: “Can we all complain because this must be illegal to change a policy without notifying their customers and then refusing to give a refund.”
While many other major retailers like ASOS, H&M, and Zara offer return windows of 28 or 30 days, PrettyLittleThing’s move is believed to be a cost-saving measure to combat “serial refunding” and “wardrobing” – the practice of buying and returning clothes after wearing them once or simply trying them on.
Retail payment experts at Dojo said: “High amounts of returns can prove very expensive for businesses, so it’s no surprise that fast fashion retailer PrettyLittleThing has shortened their returns policy to 14 days.
“Buy now, pay later has contributed significantly to customers buying more than they usually would to try different sizes and colours without any money leaving their bank account.
“This causes mass returns costing brands money for the returns process. Therefore, shortening the returns policy can discourage excessive orders, and combat potential return abuse.”
However, although the revised wording on the PrettyLittleThing website might give the impression that you must request a refund and return your items within 14 days, the law indicates otherwise.
Customers will, technically still have 28 days to return their items on the basis that they ask for a refund within 14 days of receiving the item.
Under consumer rights laws, customers are entitled to a refund if they inform the retailer within 14 days of receiving their goods that they wish to cancel.
After providing this notification, customers are granted a further 14 days to return the items.
Therefore, despite the revised wording on the PrettyLittleThing website, customers technically have a full 28 days to complete the entire returns process.
Does PrettyLittleThing charge for returns?
On June 3 last year, PrettyLittleThing introduced a £1.99 return fee for all customers.
However, by September 2024, this fee was scrapped in a major U-turn following the return of Umar Kamani, the founder of PrettyLittleThing, who rejoined the company 18 months after stepping down.
Writing on X in September, he said: “As part of this renewed commitment, one of my first changes will be to reintroduce free returns to our royalty customers.”
He went on to apologise for “any negative experiences” customers have had since his departure.
But not all customers benefited from the change.
Only those who pay the £10.99 a year fee for the PLT loyalty programme, are spared the return fee.
Customers who don’t pay for the service, which offers perks like free unlimited delivery, are still charged £1.99 each time they send back an unwanted order.
How does the PrettyLittleThing loyalty scheme work?
MEMBERS of the Royalty Scheme get unlimited UK next day delivery and free returns for £10.99 a year.
This works out at 92p a month.
The company estimates that if you make three purchases a year, your membership will have already paid for itself.
On top of this, these shoppers also benefit from free returns, saving them £1.99 each time.
For customers who are not part of the scheme, UK standard delivery costs £3.99 and can take up to three days to arrive.
Of course, you shouldn’t just fork out for a scheme.
Only consider it if you regularly shop at PrettyLittleThing and you know that you will save money in the longer term.
PrettyLittleThing rebrand
Earlier this week, PrettyLittleThing revealed its ‘most ambitious’ rebrand since its launch in 2012.
However, many fans have expressed dissatisfaction with several of the changes, particularly the pricing.
The brand has achieved global success with over 18million 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.
PrettyLittleThing 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”.
But the rebrand has gone viral on social media, and TikTok influencer Geli (@gelikanu) is just one of many who shared her thoughts.
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.”
Hottest fashion trends of 2025
FABULOUS’ Fashion Editor Clemmie Fieldsend shares the biggest trends from the high street.
The East/West Bag
Baguette bags have had a good run, after returning from the 1990s’ shoulders of Sarah Jessica Parker to modern-day fashion icons, like Hailey Bieber.
In 2025, the East/West bag is a similar but elongated shape and has long, thin straps that are easy to throw over your shoulder.
They’ve been on runway models’ arms at nearly ever designer show – think Burberry, Givenchy and Bottega Veneta – and are hitting the high street now, too.
Powder pink
Bright fuchsia pink had its day after the release of Barbie in 2023 and now the more polished and expensive-looking pale shade is taking over for 2025.
Pantone may say that it’s the year of Mocha Mousse, but the catwalks say otherwise! From Prada to Erdem, the subtle look was all over the spring/summer catwalks, worn head-to-toe or on its own.
If the sugary shade is too girly for you, then look to sharp suiting for a androgynous take on the colour.
The shell jacket
The ’80s classic is back, but with a sleek and minimal new twist for 2025.
We all know we’re likely to see rain for most of spring, so your practical coat of choice should be a cagoule jacket.
Depop revealed one of its big trend predictions for this year is retro sportswear, with surges already seen in ‘80s windbreakers’.
Seen everywhere from the stylish streets of Copenhagen to the Miu Miu catwalk, now mums who have an emergency raincoat crumpled underneath their pushchair are very much in fashion!
The turn-up jeans
While the shape of jeans remains the same for this year and barrel-legs will still be everywhere, the way we’re styling them is different.
This season, transform your wide-leg, baggy denims into turn-ups.
For this look, size doesn’t matter, so while deep turn-ups are a hit from jean trend-leaders Citizens of Humanity, a slight fold is still just as good – but only as it’s just one single fold.
Peep-toe shoe
Get your pedicures booked in sharpish, as this season your toes are the main event.
After a long hiatus, the peep-toe has been welcomed back into the fashion fold, with brands like Hermes, Miu Miu and Tory Burch showing plain and embellished footwear in this style.
From mules to pumps and clogs (yes, clogs will be around too!), there are lots of different styles that are set to sweep the high street.
Sheer blouses
See-through looks have always lived on the catwalk, but have rarely filtered into everyday life – until now.
Designers Ralph Lauren and Tom Ford loved sheer looks on their S/S ’25 catwalks and M&S even had sellout success with its black sheer pencil skirt last season.
Expect to see more sheer looks lining supermarket aisles and high street shops in the form of skirts, tops and frocks.
