PrettyLittleThing enters ‘new era’ with brand refresh

PrettyLittleThing has ditched its bubblegum pink branding as it unveils a new brand identity under the steer of returning boss Umar Kamani.

Kamani, who rejoined the business last September, is said to have “shaped a vision that captures the essence of modern sophistication” following months of direct customer dialogue and feedback.

PrettyLittleThing’s new look sees its distinctive bubblegum pink unicorn emblem replaced with a heritage-inspired mark influenced by a historic coat of arms.

The retailer said its new monochromatic branding “pays homage to the craftsmanship of luxury house emblems while maintaining the unique spirit that has always set PrettyLittleThing apart”.

The brand refresh forms part of the retailer’s new ‘A legacy in progress’ campaign, which it said “heralds an elevated new era that celebrates the brand’s heritage while boldly reimagining its future”.

The retailer said the “comprehensive elevation touches every aspect of the PrettyLittleThing experience”, including a fully rebranded website with its new typography and colour palette of rich tones of garnet, rose petal, and blush sand, as well as an upgraded user experience.

The campaign has also been joined by the release of the first two collections of its new brand direction, PLT Label and New Beginnings.

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.”

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