Me

Pretty Little Thing

Strategic Brand Realignment

PrettyLittleThing, one of the UK’s most recognised fast-fashion brands, faced a critical challenge. Years of performance-focused optimisation had resulted in a cluttered digital experience, with promotional banners and fragmented messaging diluting the brand identity. With the Founder returning to leadership and commissioning a rebrand through a specialist agency, the digital experience needed to evolve in parallel to support the brand’s repositioning toward a more luxury aesthetic.

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

Brief

Redesign the PrettyLittleThing digital experience to reflect the brand’s evolution toward a luxury fashion positioning. Elevate the visual language with a sophisticated aesthetic while enhancing core user experience patterns. Alongside a complete Design System refresh, to ensure consistency and scalability, timed to coincide with a company-wide relaunch.

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

Partnered with a Senior UI Designer and the Head of Brand, travelling to Dubai for an immersive discovery session with the Founder. Conducted a comprehensive review of PrettyLittleThing’s brand legacy, identifying opportunities to evolve the identity while preserving core equity.

With the branding agency delivering the foundational rebrand, our mandate was to translate this into a native digital experience. I led competitor analysis within the premium fashion landscape and leveraged FullStory analytics to identify friction points, drop-off patterns, and underperforming user flows.

Led the complete redesign of the website, iteratively refining the colour palette and typographic system to achieve an elevated, high-end feel. In close collaboration with the internal UX team, we overhauled the existing Design System, establishing new standards for the component architecture, interaction patterns, and visual consistency.

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 generated significant industry attention for its ambitious aesthetic shift and usability improvements. The transformation successfully repositioned PrettyLittleThing as a refined, fashion-forward platform that appealed to sophisticated audiences while retaining its trend-led identity. The updated Design System established a foundation for ongoing evolution, enabling consistency as the platform scales. This project marked a pivotal moment in PrettyLittleThing’s digital maturity with lasting impact on brand perception and customer experience.

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

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Email

studio@helloroth.com

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Phone

+44 (0) 7966715 255

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Location

Edinburgh, Scotland, UK