Me

Pretty Little Thing

Redefined for a new era

PrettyLittleThing required a digital transformation to align with its evolving brand identity. While the website was functional, it lacked a refined user experience and a cohesive luxury aesthetic. We were tasked with elevating the site through a more sophisticated design approach, enhancing the user journey, introducing new features, and updating the Design System to reflect the brand’s evolution towards a more premium, fashion house–inspired identity.
In a PrettyLittleThing campaign, Elsa Hosk poses on a couch, dressed in a fashionable fur coat, exuding elegance and style.
Elsa Hosk for PLT
The elevated luxury aesthetic communicates an aura of timelessness and permanence that resonates deeply with a fashion- forward, ambitious consumer.
The elevated luxury aesthetic
By introducing a unicorn coat of arms, the brand establishes a versatile identity system that nods to luxury fashion houses while establishing uniqueness.
Image displays competitor analysis of womenswear websites on a pink background, showcasing different layouts and features for an online store.
Competitor Analysis

Approach

We collaborated closely with key stakeholders during an in-depth discovery phase in Dubai, gaining valuable insights into business objectives and user needs. Through competitor analysis and FullStory review, we identified opportunities for differentiation and areas for improvement across the user journey. This informed a complete redesign of the website, refining the colour palette and typography to create a high-end feel, while reimagining the experience for a more intuitive and seamless flow. We also updated and streamlined the Design System to ensure brand consistency and future scalability across all digital touchpoints.

The choice of garnet as the hero color reflects depth, sophistication, and elegance, signalling the brand's growth into a more elevated space. Pink accents retain the femininity and vibrancy that appeal to the core audience, striking a balance between luxury and approachability. Black and white as foundational colors create a clean, classic, and versatile palette, essential for luxury-focused branding.
Colour Palette
Pretty Little Thing gift card image in burgundy
Flowchart illustrating a decision-making process with various steps and outcomes represented by colored boxes and diamonds.
A laptop displaying the redesigned PrettyLittleThing store featuring a collection of burgundy dresses on a neutral background.
Enhanced Customer Journey

outcome

The redesign sparked conversation, gaining industry attention for its bold shift in aesthetic and usability improvements. The transformation positioned PrettyLittleThing as a more refined and fashion-forward platform, appealing to a sophisticated audience while maintaining its trend-led identity. The project continues to evolve, leaving a lasting impact on the brand’s digital presence.
A Legacy In Progress…
Classic, refined, timeless with a youthfull spirit of newness. This is legacy in progress.
A collage of social media posts discussing PrettyLittleThing's rebranding by Drapers and other fashion insiders.
Industry Attention
A smartphone displaying the Pretty Little Thing product page featuring a yellow one-shoulder longline top, resting on a concrete surface.
Elevated Product Page

Similar Projects

A rectangular red envelope with a black circular stamp in the top right corner. The stamp contains the ROTH symbol in white. Below the stamp are three horizontal white lines and one shorter line representing text.
Email

studio@helloroth.com

An illustration of a red, vintage rotary telephone with a black cord. The phone's handset is emitting four black, wavy lines, suggesting ringing. There is a beige irregular-shaped cut-out in the middle featuring the ROTH symbol in black.
Phone

+44 (0) 7966715 255

An illustration of a location 'pin' featuring a red circle with the ROTH symbol in white inside, positioned at the top of a black pin shape on a light beige background.
Location

Edinburgh, Scotland, UK