PrettyLittleThing ‘s demure shift is the beginning of the end. Okay, so that’s a bit dramatic, but the brand did announce it will be entering a new era, prioritizing more adult and grown-up silhouettes while adopting a new tagline, “A Legacy in Progress.” Users on TikTok were quick to comment on this uncharacteristic rebrand. Some were quick to clock it as a shallow attempt to distance itself from its unsavory connotations as a fast-fashion brand, now posturing as a luxe label. @elysiaberman My thoughts on the @prettylittlething rebrand as a creative director. It’s a nice logo, I’ll give them that, but it has nothing to do with the actual brand. We wanted to see changes in sustainability efforts and ethical labor practices. Not just some new colors and a pretty logotype. #prettylittlething #fastfashion #overconsumption #rebrand #creativedirector #brandidentity #creativedirection #graphicdesign ♬ original sound – elysiaberman Others seemed excited that the brand was seemingly moving...
