PrettyLittleThing announced an entire rebrand but many fans were quick to comment on the similarities of Molly Mae’s new clothing line and labelling the new site ‘boring’
PrettyLittleThing has abandoned its iconic hot pink, unicorn-clad branding to unveil an entirely new brand identity. The well-loved brand launched in 2012 and quickly secured its position as one of the go-to online retailers for affordable yet fashionable clothing for British women.
The brand, considered fun and on-trend, became a staple in establishing nightlife fashion across the UK. However, the recent rebrand discards its youthful nature for a more refined look, and many shoppers describe the new direction as ‘boring’.
Deep burgundy shades have supplanted PLT’s signature bubblegum pink across the website, and a simple background now occupies the banner where unicorns once frolicked. This absence of character is all in the hope of conveying the message that “fast fashion” is out, but refined elegance is in (but only from a branding perspective).
Looking through the new and ‘improved’ website, it’s hard to ignore the excessive muted colours and the obvious price increase, with dresses that once retailed for £35 now selling for £50.
In 2021, PrettyLittleThing appointed Love Island star, Molly-Mae Hague, as its creative director following her memorable stint on the reality TV show. Molly-Mae was hired to push the fashion brand to new heights, and while she resigned from the position in 2023, the reality star remains a brand ambassador.
Molly-Mae went on to launch her own fashion brand, Maebe. Her clothing line is slightly more expensive than PLT, with T-shirts starting at £35. The first collection, which featured only 11 pieces, reflected the influencer’s signature minimalist aesthetic, including oversized blazers and wide-leg jeans.
So, when PrettyLittleThing shared the news of their unexpected rebrand yesterday to their Instagram account, many followers quickly pointed out the similarities between the two brands. One user commented: “All you’ve done is copy Molly Mae’s entire brand aesthetic (and price point) all whilst still using 95% polyester ??? Boring.” Another added, “We asked for fewer crop tops, and now we’ve Molly Mae dupes. Boring and bland.”
PrettyLittleThing’s shift towards a ‘quiet luxury’ aesthetic has not been well received by its shoppers, and this isn’t merely due to its similarities with Molly Mae’s label, Maebe. Instead, it is because the fashion brand has adopted more minimalist branding and elevated e-commerce imagery.
Regarding the clothing, the garments appear noticeably more refined, which is excellent for appealing to new shoppers. Yet, it utterly disregards the style and trends the brand’s loyal customers prefer.
The women’s wear brand has also made no effort to improve the quality of its garments. Instead, it has increased the price to reflect its new positioning as ‘luxury’, leaving customers still questioning the origins of its clothes.
