Hey there, fashion besties! It’s Mandy here with some piping hot tea about one of the most talked-about fashion retailers that’s been flooding our social media feeds for years. Today, we’re diving deep into the world of PrettyLittleThing and answering the burning question: Is this fast fashion juggernaut still thriving in 2025?
The Current Status of PrettyLittleThing in 2025
Let me cut straight to the chase, yes, PrettyLittleThing is absolutely still in business in 2025, but it’s not exactly the same brand you might remember from a few years back. The company has undergone some significant changes recently which have sparked up some raised eyebrow amongst the fashion insiders and loyal customers.
PrettyLittleThing launched a dramatic rebrand in March 2025; abandoning their iconic bubblegum pink looks for a more sophisticated minimalist aesthetic. The brand has, according to Retail Gazette, changed its unique “unicorn emblem with a heritage-inspired mark inspired by an antique coat of arms,” edging it towards a monochromatic flavor that appears to be evoking a more luxurious mood.
This make-over is under the Guardianship of turning boss Umar Kamani who came back to the business in September 2024. Kamani is one of the original founders who started PrettyLittleThing back in 2012 with his brother Adam. It seems he’s on a mission to revamp the brand’s identity and possibly shift away from its ultra-fast fashion reputation.
The Business Model Behind PrettyLittleThing
If you’ve been living under a rock (no judgment), PrettyLittleThing is an online fashion retailer that became a household name for offering trendy, affordable clothing primarily targeted at young women aged 16-34. The owner of the brand is the Boohoo Group which is an industry power house when it comes to the world of fast fashion, they are also the owners of other popular brands such as Nasty Gal and Karen Millen.
What made PrettyLittleThing stand out in the crowded fashion marketplace? A few key factors:
Trend-Focused Collections
The brand engendered its empire by being fast to catch up with the fashion trends and retailing them at jaw-dropping prices. Their approach of always releasing something new means that there is always something new dropping to their site, we are talking about hundreds of new styles added daily.
Celebrity Collaborations
From Kylie Jenner to Megan Thee Stallion, PrettyLittleThing has mastered the art of high-profile collaborations that keep them relevant and buzzing on social media. Although these partnerships have grown and gained different forms over the years, they form part of the foundation blocks of the brand’s marketing strategy.
Size Inclusivity
One area where PrettyLittleThing has genuinely led the pack is in offering diverse sizing options. With petite and tall, and curve lines that stretch beyond what many of its competitors offer, they have filled a gap in terms of the markets they serve in fashion that was not being addressed.
The Ethical Elephant in the Room
Now, I wouldn’t be doing my job if I didn’t address the not-so-pretty side of PrettyLittleThing. The brand has attracted major negative attention with ethical and sustainability practices, question that have only gained momentum in 2025 with the awareness of the consumers about where and how their clothes are being made.
According to Good On You, a sustainable shopping database, PrettyLittleThing received a “Not Good Enough” rating in their sustainability assessment. The brand performed very poorly on issues of labor practices, environmental impact, and animal welfare policies.
In March 2025, addressing the rebranding arrangement that occurred recently, the Creative Bloq reports that the radical endeavour to separate the company from its controversial past, as the new minimalistic look feels like a borrowing of luxury design elements, without solving the hard place of the business model.
The Good Shopping Guide, in a February 2025 update, highlighted that PrettyLittleThing continues to score poorly across various ethical measurements, including environment, animal welfare, and worker treatment standards. Report specifically stated that brand had to solve “lax standards for animal welfare and treatment of workers in its supply chain” before it could be awarded with ethical accreditation.
What’s New with PrettyLittleThing in 2025?
Despite the ethical concerns, PrettyLittleThing continues to evolve its business model to stay relevant in the rapidly changing fashion landscape:
The New Brand Identity
The 2025 rebrand isn’t just a cosmetic change with the exterior of the goods, it seems to want to reposition the brand into a more “quiet luxury” look. How it will manifest itself in changes of product quality and ethics of the practice is to be seen, but it is a big change from their brash colorful brand image that they have nurtured for years.
Digital Innovation
PrettyLittleThing remains at the forefront of digital retail innovations. Their app and website experience remains to create standards in terms of industry, making it alarmingly convenient to shop their collections with a few taps.
Sustainability Initiatives?
Although the brand has taken certain steps in the direction of sustainability through recycled collections and resale, critics claim that these are more like greenwashing and not actual change. The basic business model of mass production of cheap clothes is essentially at odds with sustainable fashion practices.
My Honest Take on PrettyLittleThing in 2025
Okay, time for some real talk. As someone who’s been following the fashion industry for years, I have to say that PrettyLittleThing’s rebrand feels like putting a designer coat over fast fashion foundations. The question therefore is as to whether the company is really trying to elevate its image or not. are they in fact raising their practices?
Although I commend the direction towards a more refined aesthetic, any true luxury has no relation to appearance, it is all about quality, manufacturing, and ethical business approach. As long as PrettyLittleThing does not fix the fundamental problems with its approach, the rebrand can be just about a new layer of paint on the same old flawed structure.
That’s said, I do believe that size inclusivity practiced by the company has deserved some credit because it has indeed helped to democratize fashion where bodies that were previously excluded are concerned. The area of sustainable fashion is something that the fashion industry as a whole has quite a way to go, PrettyLittleThing has led the race, though.
What Does the Future Hold for PrettyLittleThing?
Looking ahead, PrettyLittleThing seems to be at a crossroads. Now that Umar Kamani is back on top and a new brand identity is introduced, they have that chance to really change their business model to meet the values of increasingly aware consumers.
As per their company information on the UK government website, PrettyLittleThing is to file their next accounts by November 2025 and this should give us an idea about how well the business is financial after these changes.
The fact is that fast fashion brands such as PrettyLittleThing are under increasing pressure to change their ways or risk becoming inconsequential since consumers are becoming increasingly aware of the real price of ‘ultra-cheap’ clothes. The pandemic sped up the many consumers’ transition into more mindful purchases, and the trend has only been persistent in 2025.
Final Thoughts: Is PrettyLittleThing Still Worth Shopping In 2025?
This is where things get personal, and I know many of you come to itismandy for my unfiltered opinions. So here it is: PrettyLittleThing in 2025 is a mixed bag.
If you are a consumer who is trying to be more mindful of ethical and sustainable fashion choices, there are most certainly better alternatives for you to spend your dollars on. So far, the brand has not shown significant pledge to improving conditions of workers and environmental impact, suggesting mere superficial changes.
But if you’re looking to shop on a tight budget or you need extra sizing options or if you’re just looking for specific trend pieces, I could understand why PrettyLittleThing could still be on your mind. Not everyone has the luxury of being able to shop from ethical brands only, that’s just the way it is.
My advice? Be a conscious consumer. If you are going to shop at PrettyLittleThing, purchase timeless pieces instead of the disposable trend pieces. Consider their more sustainable collections if present, and most importantly, care for what you purchase to extend the life of it.
Fashion industry is changing and brands that are going to change with it will survive whereas those that will refuse to change will become obsolete. Whether PrettyLittleThing will successfully transform into a more responsible retailer or continue with business as usual beneath a fancier logo remains to be seen. But one thing is for certain, they are very much in business in 2025, and battling to remain current in a more aware market place.
What is your opinion of PrettyLittleThing’s rebrand? Do you continue to shop there in 2025? Let me know your thought by posting a comment below, always love to hear from you!
Until next time, stay fashionable and thoughtful, Mandy
