British Fashion House, PrettyLittleThing (PLT) enters a new era under the leadership of CEO and Founder Umar Kamani.
In an exclusive interview with Kamani, we learn about the new chapter of PLT – one which promises to redefine accessible luxury for a new generation.
PLT was co-founded in 2012 by brothers, Umar and Adam Kamani. Known for its bubblegum pink and unicorn branding, the online fashion retailer began as a modest accessory site and has since grown in popularity over its trend-led women’s clothing.
Since its founding days, the brand has grown rapidly into a multi-million-dollar fashion force, operating from international headquarters in Manchester, London, Los Angeles, Paris, and Australia.
PLT leveraged influencer marketing and collaborations with celebrities to build their brand awareness. Collaborations with influencers like Molly-Mae Hague, as well as celebrities such as Kourtney Kardashian and Naomi Campbell helped catapult the brand into mainstream popularity.
Teasing Fans
On Thursday 27th February, the fashion brand sparked rumours after its social media went dark, removing all their content online, changing their aesthetic to a burgundy profile picture and only leaving ‘Legacy In Progress – 03.03.2025’ in their bios. The brand also changed their Instagram community chat to “All The Girls Are Here”, again teasing the new date.
Anticipation and curiosity was built as consumers circulated the internet looking for answers.
New Beginnings
In an exciting new chapter for PLT, the brand unveils its new identity with an elevated logo design, sophisticated colour palette, refined typography, and reimagined website experience.
Their new wordmark reflects a modern take on classic typography, blending timeless heritage with a youthful edge, and a confident shift in colour palette from bubblegum pink to rich tones of garnet, rose petal, and blush sand.
New Leadership
Umar Kamani returned to PrettyLittleThing (PLT) in September 2024 after an 18-month hiatus from the brand. Resuming his role as CEO, Kamani has pledged to “reconnect with customers and drive meaningful improvements.”
In an exclusive, and emotional, sit down interview with close friend and entrepreneur, Steven Bartlett, Umar unveiled the bold rebrand to 500 employees, signalling a new chapter for PLT. Exclusive images from the event showcased the brand’s new logo, highlighting the transformation at the core of their exciting relaunch.
Elevated Collections
With this new direction, the British fashion house aims to be the generation-defining style source for every kind of It Girl. With the belief that elevated fashion essentials should be available to all, the brand has introduced “PLT Label” and their Spring 2025 collection. Titled “A Legacy In Progress,” the new collection features premium materials, timeless designs, and impeccable craftsmanship, embodying a seamless blend of sophistication and innovation.
We asked Umar Kamani what inspired the “A Legacy in Progress” campaign, and how it reflects PrettyLittleThing’s evolution as a brand:
“The brand was born in 2012 and has become a generation-defining style source. Over the years, we have garnered an extremely loyal customer base that has seen us through many eras of PrettyLittleThing and we can’t wait to take them into the next chapter with us.
It has taken a lot of self-discovery to get here, but knowing our heritage and knowing what our customer needs is knowing what our next steps are. We’ve listened, we’ve refined, and we are redefining what PrettyLittleThing is as a brand – this is what the Legacy in Progress embodies. We are fearless in growing through the journey, and we promise it’s going to be the most exciting chapter yet.“
When asked about the inspiration behind the first two collections launched as part of PrettyLittleThing’s bold rebrand, PLT Label and New Beginnings, Umar Kamani shared insight into how each collection embodies the brand’s new direction:
“PLT Label is an in-house designed collection that’s ethos is strong, powerful yet feminine with architectural influences. The collection reflects the brands new elevated direction of premium quality product and design – a season-less collection of dresses, tailoring, outerwear, and knits for every kind of IT girl.“
He continued, “New Beginnings is a curated range that captures our Spring palette, teamed with premium fabric qualities and silhouettes. Together with the creative of the shoot, the collection illustrates the direction we are taking the brand, to a much cleaner, more elevated, and more refined era.”
The Future For PrettyLittleThing
To celebrate this new evolution, PrettyLittleThing will host an exclusive gathering during Paris Fashion Week—a defining moment that signifies the brand’s refined arrival in the fashion capital. Embracing a “quiet luxury” aesthetic, the event will feature subtle branding, a chic venue, and a refined guest list that embodies PLT’s new identity.
Lastly, Kamani shared his vision for how the rebrand will shape PLT’s future:
“The rebrand is all about evolving with our customer who we feel has outgrown elements of what we had offered her. Reducing our offering has allowed us to produce more elevated styles in terms of design, quality and fit. We are leaving ‘fast fashion’ as we currently know it behind and discouraging wearing items just once, we want to give our customer styles that she can wear again and again, that can be styled in several different ways.
There are no plans to introduce new categories at present, we are more focused on refreshing, refining and improving our current offering to ensure our product range has moved in the same way our customer has grown.“
Shop the new collection available on their website here.
