By Jazmin Young

In March 2025, Pretty Little Thing – part of the Debenhams group – unveiled an ambitious new rebrand under the vision of co – founder Umar Kamani. This rebrand was driven by a bold mission to “redefine accessible luxury for a new generation” this marks a significant shift for the brand, moving away from the traditional fast fashion label that is often associated negatively in the press towards a more refined, conscious, and aspirational brand. 

Kamanis rebrand strategy focuses on consumer insight and emotional connection. By placing the “needs and desires” of PLT’s customers at the centre of the transformation, the brand aims to create a more authentic and responsive relationship with its consumers. Kamani has described this new chapter as an effort to “write the next chapter of fashion history” one that balances innovation, inclusivity, and elevated style.

The brand has had an entire redesign, from the logo and colour palette to the website design and typography, every touchpoint has been carefully reimagined. The brand’s once playful, pink, and unicorn-inspired aesthetic, a symbol of its early appeal to a young, trend-driven market, has evolved into a sleek, sophisticated, and modern design. This new visual identity reflects a commitment to elegance and longevity, aligning with PLT’s repositioning as a leader in accessible luxury rather than disposable fashion.

Ultimately, PrettyLittleThing’s rebrand signifies more than just a cosmetic change, it represents a strategic evolution toward a more sustainable, aspirational, and culturally relevant brand identity. By redefining what luxury means for its audience, PLT is positioning itself not only to remain a dominant force in online retail, but to shape the future of fashion for the next generation.