Mixed Reactions to PrettyLittleThing's New Rebrand: What Consumers Are Saying
- Haley Birton
- Mar 5
- 2 min read
Updated: 7 days ago
Pretty Little Thing recently underwent a rebrand on March 3rd. Founder Umar Kamani discussed his dissatisfaction with the brand's original direction in an interview. He admitted that when he first started the company, he didn't fully know what he was doing, and now this rebrand is about "redefining who we (PrettyLittleThing) are." However, consumers have had mixed reactions to the new aesthetic.
People noticed that the brand went silent on their social media channels, building anticipation for the new launch. The brand was previously known for its 'Baddie aesthetic' and affordable price range. It was often compared to others with similar styles, such as Edikted and Princess Polly. However, the new rebrand aims for a more sophisticated look, embracing the 'Quiet luxury' aesthetic with more neutrals and modest silhouettes.
Since the rebrand, there's been a buzz about the excitement for what's next. But not everyone is on board with the changes. Some consumers miss the previous vibe and aren't fans of the more sophisticated clothing. Pretty Little Thing was often seen as a budget-friendly option for party outfits, and with that gone, some people aren't feeling the relaunch. Plus, the higher prices have stirred up some frustration. Many have taken to TikTok to express that they're not willing to pay more if the quality doesn’t improve.
There are some who believe the rebrand was much needed. A few consumers disagree with the negative opinions and appreciate the modest clothing. Some women have even commented that they finally have an outfit suitable for church. The new clothes also feature unique tops that have caught the attention of some shoppers. TikToker Niaaleece has been talking about the rebrand and the new clothes, adding to the conversation.
Another reason for the backlash is that people are unhappy because the website still lacks a easily visable review section for its products. This has made consumers hesitant to buy the new clothing. The mindset is that if they are unable to see reviews to reference before making a purchase, they're not willing to spend their money.
Pretty Little Thing appears to be moving away from the 'BBL Fashion' trend that has fallen out of favor, aiming to establish a distinct identity in the fashion industry. This rebranding seems to target a new audience, but it has also caused some dissatisfaction among their loyal and previous consumers.
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