Rebranding news and archive

PrettyLittleThing unveils rebrand to usher in an “elevated new era”

British womenswear e-tailer PrettyLittleThing, part of the Boohoo Group, has unveiled an ambitious new rebrand to “redefine accessible luxury for a new generation”. Head up by co-founder Umar Kamani, who returned to PrettyLittleThing last year, the ‘A Legacy in Progress’ rebrand centres around celebrating the brand’s heritage, while also...

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Vessi unveils rebrands to support expansion plans

Canadian footwear and lifestyle brand Vessi, known for its waterproof comfort, has unveiled a rebrand focused on brand building to differentiate itself and support its future growth plans. Much like the adage 'There's no such thing as bad weather, just bad shoes,' Vancouver-based Vessi is looking to change the way people experience wet weather...

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German footwear brand Lloyd unveils new brand identity

German heritage footwear brand Lloyd has unveiled a new brand identity to ring in 2025 as it looks to embrace “changing markets” to become a global lifestyle brand. Lloyd’s new vision is centred around the concept of “fuel a positive lifestyle,” with a rebrand that claims to “Own the Moments” to inspire joy, confidence and style in its customers...

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Nanushka rebrands to reframe timeless and sustainability credentials

Budapest-based contemporary fashion brand Nanushka has unveiled a new rebrand to distil the label’s elegant and sustainable credentials into a “robust and cohesive identity system” to underpin the brand’s continued growth. Nanushka’s founder and creative director, Sandra Sándor, worked with London-based creative studio and brand consultancy Any...

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Don't Call me Jennyfer rebrands back to Jennyfer again

Don't Call Me Jennyfer is back to being Jennyfer. The women's fashion brand, which survived a bankruptcy, is back with a completely new artistic direction, determined to carve out a firm place for itself in French ready-to-wear. To announce its rebranding, Jennyfer, followed by more than a million followers on Instagram, opted for a 100 percent...

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Amour Vert announces rebrand and relocation of headquarters

American premium womenswear brand Amour Vert has unveiled a new vibrant rebrand as part of its ongoing expansion plans, as well as the announcement that it is moving its headquarters from San Francisco to the heart of the Los Angeles fashion district. Amour Vert, which positions itself as a sustainably focused womenswear brand offering a...

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Naked Wardrobe relaunches with new brand identity and product strategy

Los Angeles-based solution-based basics label Naked Wardrobe, founded by three sisters - Shideh, Shida and Shirin Kaviani, is relaunching after 12 years with a new visual brand identity and product strategy, pivoting towards more elevated styles. Naked Wardrobe, known for its sleek, form-fitting, and stretchy bodysuits, leggings and dresses, as...

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Sweaty Betty rebrands with new campaign to end toxic exercise narratives

Women’s activewear brand Sweaty Betty, a division of Wolverine World Wide, Inc., is rebranding with a new campaign focused on ending toxic narratives around women’s exercise. Sweaty Betty’s new look is aiming to empower women with a newer, healthier and inclusive ‘Don’t Sweat It’ message, ditching the “push harder” rhetoric and purplewashing...