If you want proof that there is a quiet luxury trend here, then the huge, cute thing of fashion centers around the whole brand around the stored, struggling aesthetic.
The Manchester-born brand, which wiped clean Instagram memes and traces of miniskirts and stripped away websites for thousands of ready-to-access first-fashion products, announced this week it would rebrand its “Legacy” and later announced a new logo and a new stripback vibe.
The deep burgundy shade replaces PLT’s signature bubble gum pink, with a plain background where unicorns once flourished.
Basically, it comes out with “fast fashion” and has a sophisticated elegance.
“I think what happened with brands for a few years is that we stop listening. And that’s where the brand lost that identity. When I came back, what I was trying to do is clean everything and redefine ourselves.”
“We previously focused on getting our products on-site at the lowest possible price. What we just did is not focus on putting the dress on the premises for £4, but on having a thick dress.
Apart from that, it’s not something that has never been before and it’s clear that people don’t want to accept it because it’s that now.
A quick browsing of the updated website shows neutral tones and price increases (a homage to former creative director Molly-Mae Hague?) showing dresses average between £50 and £60.
While there is no denying that newly released items are visually appealing, one thing is that brands are eschewing sustainability and ethics, apart from the promise of quality improvement.
plt
PLT has been under attack for fast fashion practices for a long time and has not consistently acquired in the Environment, Animals and People categories of Good Shopping Guide’s Ethical Assessment Report.
According to a 2020 survey by workers behind the label, clothing workers (UK) who only worked for the Boohoo Group (PLT’s parent company) were paid only £3.50 per hour.
This is the true cost of a 1P Black Friday sale.
Certainly, they introduced the “PLT Marketplace,” a hub for customers to resell unwanted clothing, but it soon came across a charge of greenwashing in the face of what was happening behind the scenes.
That’s why many are disappointed that they haven’t used this opportunity to make more positive changes as part of their brand.
We hope that by introducing high quality clothing, people will encourage them to turn it more, but our customers are now looking for answers on how production forms part of this.
“If we continue to buy unethical clothing made from cheap labor and resources, these companies can continue their insanity due to the absurd amount,” one wrote.
“Y’all is absolutely paranoid if you think PLT brands mean that all of a sudden their quality and ethics will be better,” another added.
So beautiful, if you’re really really listening to your customers, now it’s over to you.
Indy100 reached out to PrettyLittlite for comment.
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