PrettyLittleThing has recently rebranded itself with a modern, minimalist aesthetic, signaling a shift towards a more luxurious image. However, scrutiny reveals a problematic past rooted in poor-quality fast fashion, controversial practices, and a lack of transparency concerning worker rights and sustainability. Critics argue that this rebrand feels superficial, borrowing from high-end design without addressing the deeper issues affecting its practices and supply chain. With a low score from sustainability sources, the brand's attempt at 'quiet luxury' is overshadowed by ongoing ethical concerns.
Online fashion retailer PrettyLittleThing has undergone a sleek rebrand that, on the surface, repositions it as a luxury brand with a unique accessible appeal.
While the rebrand supposedly takes on a new era of 'quiet luxury', the retailer's strategic silence on its controversial practice is anything but luxurious.
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