This article was written by The Zillennial Zine’s spring editorial intern Lindsay Daneen. Find her on Instagram at @_lindsay_daneen. If you would like to share an article with The Zillennial, send us an email at thezillennialzine@gmail.com.
Please tell me I’m not the only person who logged into their PrettyLittleThing account on March 3 and noticed they underwent a massive rebrand. I was completely wrecked when I saw what was once a fun, youthful, and upbeat clothing site now turned into a mature, contemporary, and (dare I say it) bland shopping hub. Needless to say, PrettyLittleThing’s sudden switch-up was not on my 2025 bingo card. I felt like PLT was perfect the way it was. However, understandably, there have been varying reviews and concerns regarding this new image. So of course, now is as good a time as any to discuss. Maybe there is more to it than meets the eye and we can grow to love this new version of our once-favorite clothing website.
PLT Origin Story
According to The CEO Magazine, PrettyLittleThing was founded by British entrepreneur, Umar Kamani, when he was 24 years old. What was, “Originally launched as an accessories website, PrettyLittleThing has flourished into an iconic fashion source for millions…” The website has thrived due to its pride and strong belief in impeccable customer service and “being there for the customer.” Their undeniably trendy and fashion-forward stock was an integral part of their success too. This has always been felt by shoppers like myself, which is why many PLT patrons are wondering why the company has decided to fix something that was never broken to begin with. Quite frankly, the site has seemingly thrived consistently throughout the years. So, what’s the deal?
PLT Before
For me, PrettyLittleThing always embodied youth. It was a sassier and sexier version of Forever21 but calmer than FashionNova. It had the edge of Boohoo but with affordable pricing and more sales. PLT was a place where I could find outfits to attend weddings, clothes as a young professional for job interviews, and a supply of perfect vacation looks when I wanted to let it all hang out on a Caribbean island. There was something for every occasion, color scheme, mood, and age. And I have always gotten nothing but compliments when wearing their clothes.
I’ll go into more detail. You could get anything from a sexy black cocktail dress to stylish palazzo pants. Crop tops, biker shorts, and sweats were available. They were a source of gorgeous and unique dresses, and clothing staples that were both basic or had a fashionable twist. They stocked innovative denim styles and interesting fabrics. And don’t get me started on the colors and designs of their clothing. You could get anything from florals, and stripes, to polka dots and rhinestones. There were sequins, lace, and fringe! The clothes had life and in turn, they gave us life. Plus they did it with such style and class. Everything was perfect!
PLT Now
PrettyLittleThing has switched from its vibrant and rule-breaker spirit to a more monotone ambiance. Instead of vibrant pinks, you’ll find blush and powder pinks. And instead of rich and deep colors, you’ll find varying shades of white, black, brown, and denim washes. It’s almost like the fun has been sucked out of the website while they try to highlight a more conservative yet trendy aesthetic. Although it is a much cleaner look it does seem to focus less on jaw-dropping and eye-catching enables and more on a sexy middle-age professional approach. And because of the PrettyLittleThing rebrand, I’ve reluctantly had to learn the term, “quiet luxury.” Thanks a lot…
Even the logo has switched from the unicorn pink background and bold font to a new burgundy background with script font. The new logo is undoubtedly more sophisticated but lacks the exciting undertone that the original whimsical and playful unicorn-inspired logo possessed.
Concerns
As a PLT original (Yes, I made that up.) I must bring up the problems that I foresee becoming more significant issues with the PrettyLittleThing rebrand. PLT’s demographic has consisted of faithful 21-35-year-olds. That age range loves statement pieces. We want our outfits to stand out and express who we are based on the day. Although we can appreciate the “quiet luxury” aesthetic, that’s typically not the direction we go in when considering concert, cookout, music festival, and friend date outfits. Think about what you were (or are) doing at 21 and tell me if earth tones or dresses you’d find appropriate for church or a Mother’s Day brunch suits every occasion.
Inclusivity seems to have gone out the window as well. The models have changed from girls I’d probably see at my local coffee shop or hangout to runway model types. What happened to the uniqueness of the unicorn? Why have we done away with relatability and shifted to this more pretentious grandeur that no one asked for?
Reviews
Reviews of this transition have been mixed, to say the least. Supposedly this is the brand’s attempt to move away from fast fashion, which is unfortunate because that was the draw for most of its customers. It’s the foundation the brand was built on. Customers are also highlighting the rise in prices despite the same cheaper fabrics being sold. While some are calling the PrettyLittleThing rebrand classy and clean and the end of the BBL aesthetic, others are calling it fatphobic, pilgrim fashion, or an attempt at “othering.” And I can’t say I disagree. Most of the women I know don’t have the physique for most of the items on the website as they would look better on taller slender women. What’s a smedium-sized 5’2 girly like me to do?
There’s also a correlation between the rebrand and politics. Some of the girlies believe that this is part of a plan to make society more modest and conservative considering the recent shift in politics.
Are We Sold?
This is all I have to say… the PrettyLittleThing rebrand leaves a lot to be desired. Nevermind. It leaves everything to be desired. We live in an era that appreciates variety and inclusion and we appreciate companies that support this initiative. We want clothes with colors, designs, and fits that represent our feelings or the event we’re shopping for. And drab earth tones with modest necklines and fancy dress pants won’t cut it. Will the former brand of the pink unicorn come back to their senses and give us what we once depended on them for? Or will we be forced to find other sites to satisfy our creative needs? It’s hard to say at this point. But this would be a good time to do one or both of the following. Join the conservative fashion movement or simply find a new happy place to shop. Good luck, ladies!
How do you feel about the PrettyLittleThing rebrand?
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