The British online women’s fashion retailer prettyylittlething, part of the Boohoo Group, has unveiled an ambitious new rebranding to redefine “accessible luxury for a new generation”.
Under the leadership of co -founder Umar Kamani, who returned to Prettylittlething last year, the ‘A Legacy in Progress’ rebranding revolves around celebrating the history of the brand, while at the same time the future is being re -designed. The brand distances himself from its fast fashion past and develops into a contemporary women’s fashion brand.
When Kamani returned, he stated that he would focus on the “needs and wishes” of the Prettyylittlething customers at the center of every decision. In a statement, the brand said that the new vision records “the essence of modern refinement”, inspired by months -long direct dialogue and feedback from its customers.
Kamani said: “Fashion has an incredible power to inspire, elevate and transform. A Legacy in Progress is more than a rebranding – it is a movement that celebrates the evolving style of our customers. We write the next chapter in fashion history and we are only at the beginning.”
Prettyylittlething Rebranding places customers centrally in the new chapter
The rebranding is a “complete overhaul” of the look and feel of the brand, from logo design to color palette, typography and website design, as well as the tone of voice and an overall brand positioning to offer a “comprehensive upgrade”, from renewed collections to an inspiring digital destination. The core of the transformation is the redesign of the visual identity of Prettyylittleting. The characteristic unicorn emblem, once a playful symbol in bubblegum pink, has become a refined, historically inspired logo that combines “the elegance of a historic weapon with modern design”. The new monochrome look is designed as a tribute to the craftsmanship of luxury brand emblems, “while the unique spirit is preserved that Prettylittlething has always distinguished”.
In addition to the logo, there is a renewed word brand that reflects a modern view of classical typography, “a mix of timeless history with a youthful appearance”. There is also a major shift in the brand’s color palette, from the bright bubblegum pink to rich shades of grenade, rose petals and blushzand.
On the new website of the brand, Prettylittlething describes itself as “the style source for every IT-girl”, with high-quality fashion events. “With the conviction that high -quality fashion events should be available to everyone. From classical and timeless to contemporary and cutting -edge, designed with you in mind. Our icon? The unicorn. Because we respond to the individual. No two people – or wardrobes – should ever be the same.
Prettyylittlething takes a distance from Fast Fashion and offers contemporary women’s fashion
The new rebranding is presented via two new collections: the PLT Label, which will offer a “new standard in contemporary elegance”, with high-quality trend-assistials and statement Pieces, such as maxi dresses with ring details and tailing, and new beginning with “a refined celebration of modern style”.
The new collections show the intention of the brand to turn away from fast fashion and to offer customers products and designs of premium quality, with capsules of timeless collections dresses, tailoring, outerwear and knitwear for “any type of it-girl”.
