PrettyLittleThing, the fast-fashion brand best known for ‘BBL fashion’ and bodycon dresses, has undergone an old money makeover—it’s just the latest in a widespread move to conservatism. How worried should we be?
If you were planning on a Love Island-style shopping haul this weekend, you won’t find it at PrettyLittleThing. The highlighter brights have been banished in favour of a sea of safe neutrals. Gone, too, are those slashed-to-the-thigh minis, skimpy silhouettes and strategically placed cutouts. In their place is ‘Margaret Thatcher’ tailoring—as Geli Kanu said in a viral TikTok—and notably longer hemlines, all under the umbrella term “elevated fashion essentials”. There’s also a majestic-looking unicorn crest vaguely reminiscent of the Burberry Equestrian Knight logo and the confusing tagline “A Legacy is in Progress…”.
