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What’s Going On With the Pretty Little Thing Rebrand?

Summary by The Cut

Photo-Illustration: by The Cut; Photos: Pretty Little Thing Fast-fashion brand PrettyLittleThing is making a lot of noise and not because of its sales. Last week, it announced a rebrand, which didn’t go over well with customers. The bright, colorful looks that helped popularize its aesthetic have been wiped from its Instagram and replaced with beige and brown dresses and the muted color of the moment, butter yellow. So what, exactly, is going on…

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What’s Going On With the Pretty Little Thing Rebrand?

Photo-Illustration: by The Cut; Photos: Pretty Little Thing Fast-fashion brand PrettyLittleThing is making a lot of noise and not because of its sales. Last week, it announced a rebrand, which didn’t go over well with customers. The bright, colorful looks that helped popularize its aesthetic have been wiped from its Instagram and replaced with beige and brown dresses and the muted color of the moment, butter yellow. So what, exactly, is going on…

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Why Pretty Little Thing's Rebrand From Clubwear To Conservative Has TikTok Reeling

While Pretty Little Thing claims this rebrand is all about "elevated fashion essentials", many on TikTok are calling BS.

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The Cut broke the news in 3 days ago on Tuesday, March 11, 2025.

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