PrettyLittleThing undergoes quiet luxury rebrand in move away from fast fashion
PrettyLittleThing has unveiled a complete rebrand that will herald a new era that will celebrate the brand's heritage.
The online shop has revealed that it is planning a major rebrand, which will see it move away from its fast fashion reputation. PLT is set to relaunch under the name A Legacy in Progress.
The business's new chapter promises to see it 'redefine luxury for a new generation' after facing some turbulent times in recent years.
The move comes under the guidance of company co-founder Umar Kamani, who returned to the business in September 2024.
PrettyLittleThing is set for a 'comprehensive elevation' which will see the brand release two new collections. These will consist of the PLT Label, which intends to 'set a new standard in contemporary elegance,' and New Beginnings, which is 'a sophisticated celebration of modern style.'
The collections are set to move the retailer away from its original bubble pink design into more chic neutral-toned branding that is set to 'marry the elegance of a historic coat of arms with modern design' in richer tones, while also 'blending timeless heritage with a youthful edge.'
Umar Kamani, who founded the business in 2012 alongside his brother, has dubbed the rebrand: 'A movement that celebrates our customers' evolving style.' The changes will also include the removal of all its previous social media content.
'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,' he added.
'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.'
An event to mark PrettyLittleThing's transformation is set to take place during Paris Fashion Week.
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