PrettyLittleThing has unveiled its ‘quiet luxury’ style rebrand, marking a “new chapter” for the brand.
The online fashion brand has ditched its pink unicorn branding for ‘A Legacy in Progress’, a neutral, heritage-inspired rebrand that promises to “redefine accessible luxury for a new generation” and ”leave fast-fashion behind”.
The new era for the brand comes as returning co-founder Umar Kamani, who re-joined PrettyLittleThing in September 2024, seeks to reinvent the brand following turbulent times while giving it a sophisticated, longer-lasting appeal.
Beyond its branding, PrettyLittleThing’s ranges have undergone a “comprehensive elevation”, with new collections: PLT Label, “setting a new standard in contemporary elegance”, and New Beginnings, “a sophisticated celebration of modern style”.
Kamani 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.”
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