PrettyLittleThing reveals mega-rebrand as it looks to “complete renewal”

Boohoo Group’s PrettyLittleThing (PLT) business on Monday unveiled a complete rebrand with the company saying this is PLT’s “most ambitious transformation since revolutionising digital fashion in 2012”.

Dubbed “A legacy In Progress”, we’re told it “heralds an elevated new era that celebrates the brand’s heritage while boldly reimagining its future”.

The site rebrand includes a complete overhaul of its look and feel, including the logo design, colour palette, typography, and website design, the tone of voice, website user experience, and overall brand positioning.

It also includes the removal of all previous social media content “as part of the brand’s complete renewal”. Its social channels went down at midnight on Sunday and returned at 18:00 GMT on Monday.

And while this is a newly-announced initiative, the company said that the transformation actually began back in September 2024 when founder Umar Kamani returned to the helm “with a passionate commitment to reconnect with customers. Through months of direct customer dialogue and feedback, Kamani has shaped a vision that captures the essence of modern sophistication”.

So what does that mean in practical terms? Well, the “evolution” launches with “two standout collections”. They are PLT Label, “setting a new standard in contemporary elegance”, and New Beginnings, described as a “sophisticated celebration of modern style”.

The company has also reimagined PLT’s visual identity and the distinctive unicorn emblem, “once a playful symbol in bubblegum pink, has matured into a sophisticated, heritage-inspired mark that marries the elegance of a historic coat of arms with modern design”. 

Continuing the elevation theme, PLT said the new monochrome emblem “pays homage to the craftsmanship of luxury house emblems while maintaining the unique spirit that has always set PrettyLittleThing apart”. 

There’s also a reimagined wordmark that’s intended to be “a modern take on classic typography, blending timeless heritage with a youthful edge”, and once again, a “confident” shift in the colour palette from that bubblegum pink to “rich tones” of garnet, rose petal, and blush sand.”

Kamani added that this 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”.

The rebrand also includes “an exclusive gathering” during Paris Fashion Week, “a pivotal moment that marks PrettyLittleThing’s elegant arrival in the world’s fashion capital. This event will showcase the new world of PrettyLittleThing with a ‘quiet luxury’ sensibility – featuring subtle branding, a chic venue, and a refined guest list that embodies our forward-looking identity”.