The Unexpected Rebrand
A Glimpse into Pretty Little Thing’s New Era
Image by Pretty Little Thing
Is a rebrand enough to shake off the poor quality allegations? PrettyLittleThing, once the go-to for trendy, fast fashion, is making moves. Previously known for its “BBL” fashion, the brand has swapped vibrant hues for muted tones, fully embracing the “clean girl” aesthetic. But with its affordable price point and clubwear roots, the shift has everyone asking: why?
The controversy runs deeper. A brand once celebrated for its diversity — showcasing models of all shapes, sizes, and backgrounds — now primarily features petite, white women.
PLT’s rebrand hit the scene at Paris Fashion Week, rubbing shoulders with luxury legends like Naomi Campbell, Angelica Adhel Bol, Giovana Schmitz, Rosie Huntington-Whiteley, Nada Kamani, and Leonie Hanne. The guest list alone blurred the line between fast fashion and high-end couture.
The event was strategic, offering a sneak peek into PrettyLittleThing’s new era: stepping into the luxury market while staying on top of trends.
But not everyone’s loving the glow-up. Prices are climbing, while the quality and production ethics remain unchanged. Can PLT really hang with the luxury crowd? Honestly, I’m here for it and loving the rebrand. I think PrettyLittleThing is discovering its niche, establishing a more cohesive brand.