PrettyLittleThing's new logo

Image credit: PrettyLittleThing

PrettyLittleThing, the fashion brand known for its affordable and trendy clothing, has recently undergone a rebrand. While the goal is to elevate the brand’s image to reflect a more upmarket range of clothing, the change has left some of us scratching our heads.

I must admit, I don’t know much about PrettyLittleThing as a brand, but here’s what I do know: They have a reputation for selling incredibly cheap clothes, often made from polyester, with less-than-ideal working conditions for their employees. Despite the concerns, the brand has amassed a large following, offering fashionable pieces at budget-friendly prices.

The new branding, in an attempt to cater to a more premium market, looks to bring an air of sophistication to a brand traditionally known for affordability. However, I have to be honest – it’s not quite hitting the mark for me. The design feels as though it could have been created by someone on Fiverr. It attempts to look more upscale, but somehow doesn’t quite pull it off, I think the 'T' really isn't right.

What’s even more interesting is the pricing change that follows this rebrand. The cost of their clothing has gone up, apparently to reflect the new “upmarket” stance. But is a logo and a price hike enough to shift perceptions and elevate a brand that’s built its reputation on affordability?

A logo and brand identity should always reflect the market you’re aiming for. While I can appreciate the ambition behind PrettyLittleThing’s rebrand, I personally think the original design was more in line with what the brand represents. It was youthful, fun, and approachable. The new logo feels disconnected from the brand’s roots.

What do you think? Has PrettyLittleThing’s new branding worked for you? Does it align with the direction they’re taking, or do you think they’ve missed the mark?