PrettyLittleThing have decided to rebrand and it’s not giving. Settling on “quiet luxury” instead of whatever it is they do now.
All though they haven’t announced why they have decided to rebrand it’s obvious, moving away from crop tops, short dresses and all things Ibiza to Quite Luxury screams preparing for this current right wing take over and an economic downturn. The US market is already plunging under Trump so PLT are only looking ahead to what more than likely will become a recession.
It’s already well known that the economy influences our fashion choices. The Hemline Index suggests a correlation between the economy and our skirt lengths. When there is an economic recession our skirt lengths get longer.
The move towards “quiet luxury” mirrors how the world is feeling and PrettyLittleThing are trying to cash in on that.
However, fashion trends today rely on more than just the economy. So, this Rebrand is giving right wing. It’s like they have decided that right-wing is going to take over the world and instead of keeping their brand for the girls who want to wear what they want no matter what, they’ve decided that everyone should wear “quiet luxury”, cover up a bit more and move towards conservatism.
The rebrand is also not inclusive, the rebrand will see their prices go up and for a brand that is the leader in fast fashion let’s just say that the prices to make these garments aren’t going up as much as the price that consumers pay is.
Known for cheap clothes this discriminates their consumer. The other alarming thing is the fact they only go up to a size 16!!! It’s 2025 be for real, do better.
Personally, I don’t shop on PLT due to how bad they are for the environment, but I do understand that it’s hard to find cheap clothing.
However, this rebrand is a sign to stop shopping there and find a better alternative that doesn’t just change their brand to fit whatever is going on in the world to make more money.
Bisous Charl x
Charl Brown 