They’re calling it the rebrand of the century. The rebrand no one asked for. UK-based fast fashion brand PrettyLittleThing (PLT) has undergone a full makeover. Doing a complete one-eighty, the brand has garnered a lot of criticism. Is it an identity crisis or a legacy in progress? Buckle in, because this is about to get chaotic.
From Badass to Beige
PrettyLittleThing was built for the club-going, young and broke crowd. It was inexpensive, trendy and a quick fix for those unexpected outings. Now, they’re riding the old money train. They’ve completely abandoned their bold baddie aesthetic for a beige and bland look.
Has the quiet luxury trend taught us nothing?
While the old money trend is not without controversy, it preaches conscious consumption. It focuses on acquiring quality, timeless pieces rather than curating unsustainable wardrobes with clothes that will be discarded within a few months. PrettyLittleThing attempts to capitalize on changing attitudes towards fashion consumption but they run into a little problem.
Glaring Problems
Content creators online have called out the brand’s increase in prices that don’t match the quality of the clothing. Some are confused about the pieces themselves. It’s like they’re office wear for the club? (Cutout blazer dresses hardly fit into the corporate aesthetic.) It seems PLT doesn’t really know who it wants to be. Still, other creators have expressed their support for the brand’s new look. Perhaps PLT will keep their audience or simply build a new one.
Prices have sent some consumers reeling, gaping at the $44 USD (on sale) ‘wool look‘ coats in 100% polyester. Needless to say, the brand’s prices had a significant increase, a startling departure from the affordable pricing that they were known and loved for.
Added to that, some creators have drawn attention to the fact that the brand’s site features significantly less women of color and models who are predominantly thin. Intentional or not, PLT is sending the wrong message.
A Legacy In Progress?
A legacy of what, exactly, you may ask? Love it or hate it, the rebrand is simply a sign of the times, a lasting testament to PLT’s fast fashion roots. Whether the brand will up their quality to match their new prices, and whether they’ll find their footing in this cutthroat world of quiet luxury fashion, remains to be seen.
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