Fashion Brand PrettyLittleThing Is Leaving The BBL Era Behind

If you were alive and breathing during the peak of Kardashian-Jenner dominance, you know PrettyLittleThing was one of the brands that defined BBL-era fashion. Founded in 2012, the site sold bodycon everything, skin-tight jumpsuits, and sheer dresses with too many cutouts.

But times change, and so does fashion.  

The New PLT 

On Instagram, PLT’s rebrand announcement painted a picture of a more "elevated" (read: expensive-looking) approach to fashion. Gone are the overtly sexy, curve-hugging staples of the past. Instead, the brand is "the generation-defining style source for every kind of It Girl."  

They go on to say that they’re "claiming authority and credibility" as a style source. They’re pivoting from fast-and-cheap clubwear to a more curated, editorialized, and "clean" aesthetic.

The once-bold bubblegum-pink backdrop of their logo has been replaced with a red-wine color.   PLT also plans to flex this rebrand at Paris Fashion Week, hosting an exclusive event designed to align them with high fashion’s elite.

The Internet's Reaction 

Twitter user @kidasnow posted a side-by-side of PLT’s new offerings, which show casual long-sleeve tops and loose-fitting pants that wouldn't look out of place in Hailey Bieber’s wardrobe. "No bc their rebrand is CRAZY," they wrote.  

Meanwhile, @rorygil12 tweeted, "prettylittlething just rebranded their website and clothes… they have removed the bbl fashion and is more clean girl aesthetic now… wow the bbl aesthetic is really out." And if you needed confirmation that this is an intentional move, they added, "the creator himself talked about this new rebrand and it’s really giving old money and clean girl aesthetic, also prices look more expensive."

Umar Kamani, PLT’s co-founder, who left in April 2023 only to return in September 2024 with a mission to redefine the brand. His goal is to steer PLT away from its influencer-fueled, fast-fashion past and reposition it as a contemporary womenswear brand. “Over the past six months, I’ve listened intently to everything you, our incredible customers, have had to say. We’ve devoted ourselves to understanding where we’ve been, where we are, and most importantly, where we’re going," Kamani said on Instagram.

“Step by step, we’ve refined, perfected, and redefined what PrettyLittleThing truly stands for. And now, we’re ready to release the first phase of our work so far. This is far from complete; however, it marks the start of a new era.”

So, instead of pushing disposable trends, PLT focuses on elevated wardrobe staples. Their new collections, "PLT Label" and "New Beginnings," focus on high-quality tailoring, outerwear, and season-less pieces designed to feel more premium, their attempt to cater to the modern It Girl. 

To summarize, "BBL aesthetic" is officially out. Fashion moves in cycles, and this shift makes sense. The early 2010s were about making a statement with your body, opting for fits that say “I’m snatched, and I know it.” However, we’re now in an era where quiet luxury has replaced that. 

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