From soaring prices to ethical issues: Here’s why PrettyLittleThing’s rebrand is sparking outrage
PrettyLittleThing, the UK-based fashion powerhouse, has unveiled a dramatic rebrand, moving away from its bold, fast-fashion identity in favor of a more refined, quiet luxury aesthetic. Gone are the vibrant colors, playful graphics, and ultra-trendy mini skirts that once defined the brand. Instead, its website now showcases neutral tones, minimalist designs, and an elevated image. Prices have also crept up, with dresses that previously sold for £35 now listed between £50 and £60—seemingly signaling a more premium positioning.
However, while some may appreciate the shift, reactions have been divided. Critics argue that the makeover is merely surface-level and does little to address the brand’s long-standing issues with sustainability and ethical labor practices.
To understand the skepticism, it’s worth revisiting PrettyLittleThing’s parent company, Boohoo, which has faced serious allegations regarding worker exploitation. Back in 2020, reports exposed that employees in Boohoo-linked factories in Leicester were being paid as little as £3.50 an hour—well below the UK’s legal minimum wage. These factories were also linked to COVID-19 outbreaks, further intensifying scrutiny over the brand’s supply chain practices. Despite these controversies, PrettyLittleThing has yet to take meaningful steps toward improving labor conditions or offering transparency about its manufacturing process.
A quick browse through PrettyLittleThing’s refreshed website offers no mention of ethical commitments, factory conditions, or supply chain improvements—details that some competitors, such as Misguided, have at least begun to address. Without this transparency, customers are left wondering whether the brand’s "new luxury" comes at the same ethical cost as before.
Social media reactions have been swift and overwhelmingly critical. Many users have called out the brand for what they see as a hollow attempt to appear more upscale while ignoring deeper issues. Others have pointed out that the size range appears to have shrunk, with fewer options for plus-size shoppers, reinforcing a narrow body standard. Additionally, some noted that PrettyLittleThing still does not allow customer reviews on its product pages—a feature that many consumers rely on for honest feedback.
With rising prices and a sleeker aesthetic, many are questioning whether this is a true evolution or just a strategic repositioning to push the £3.8 billion brand into a higher price bracket—without making any real changes behind the scenes.
At first glance, the rebrand may seem like a step forward, but unless PrettyLittleThing takes real action to improve its supply chain ethics, it risks losing customers who are increasingly prioritizing accountability and transparency in the fashion industry.