Blog Post #11! From Fun to Forgettable: Why Fashion and Beauty Got Boring?

 

PrettyLittleThing has recently undergone a dramatic rebrand, and not in a good way. The once bold, trend-forward, and inclusive brand has pivoted hard into the “clean girl” aesthetic, think neutral tones, slicked-back buns, minimal makeup, and modest, structured silhouettes. Their latest Instagram posts, including the three shown above, make it obvious: PLT wants to be taken seriously in the fashion world. But in trying to rebrand as elegant and timeless, they’ve lost the spark that made them stand out in the first place. 

 

In each of these posts, the message is clear: quiet luxury, sophistication, and minimalist vibes. From the beige halter dress to the vintage-inspired editorial shoot and the ruffled lemon dress, it’s all very muted and polished. They want their audience to see this as a new era, something cleaner, classier, more grown-up... But here’s the problem: not everyone wants that. 

 

PLT fans are not happy. The comments are full of people asking where the fun went. A lot of shoppers miss the bold prints, bright colors, and flirty silhouettes. The new aesthetic feels like it’s targeting middle-aged moms who just joined a Bible study group , not the Gen Z crowd that helped build PLT into a global brand. One user even said the brand now makes them “feel like a born again Christian,” and honestly, it’s hard to disagree. 

 

For a brand that once celebrated body confidence, bold fashion choices, and youthful energy, the shift feels like a betrayal. While modesty might work for some, others want to feel young, colorful, and fresh in their clothing, and PLT used to deliver that. Now, everything looks toned down, boring, and beige. Even the styling and photography feel cold and disconnected. 

 

This rebrand is more than just a new color palette. It’s a shift in values, and the audience is noticing. PLT is learning the hard way that rebrands don’t just attract new customers; they risk alienating loyal ones. It’s not just about fashion; it’s about identity. And right now, PrettyLittleThing feels like it’s having an identity crisis. 

 

Victoria’s Secret Pink’s rebrand feels like watching the fun, bubbly girl in college slowly morph into someone who only wears beige and won’t shut up about her matcha routine. The clean girl aesthetic they’ve adopted strips away everything that once made the brand special. Where are the sparkles? The bold slogans? The color? The attitude? 

 

Instead of leaning into what made Pink iconic, fun, flirty, and full of personality, they’ve decided to play it safe, and in the process, made the brand completely forgettable. It’s clear they’re trying to blend in with other elevated basics brands, but the thing is, we already have those. If we wanted Banana Republic, J.Crew, Gap, Loft, or Ann Taylor, we’d go there. Consumers have made it clear that not every girl wants to dress like a modest mom re-entering the workforce. Some of us want to feel young, colorful, and playful. 

 

What made the early 2000s era of Pink so beloved was how confidently it embraced fun. Rhinestoned logos, bedazzled sweats, cheeky underwear, it wasn’t trying to be tasteful or toned down. It was bold, and that’s why it was adored. Now, with every bland hoodie and forgettable color palette, consumers are begging for them to go back to their roots. Not just for the nostalgia, but because that era made girls feel something. The current version? It’s beige in every sense of the word. 

The images Rhode posts across their platforms are consistent and curated, but that doesn’t necessarily translate to excitement. Most of their visuals rely on minimalist aesthetics with washed-out lighting, muted tones, and flat compositions. The product shots are clean, but almost sterile. Even when there’s a model involved, they’re typically styled in the same glossy lip, brushed brow, no-makeup makeup look, aka the “clean girl” aesthetic. While the intention might be simplicity, the result often feels lifeless. There’s no color, no play, no personality... just grey-on-beige on repeat. 

 

Rhode’s brand message hinges on ease, minimalism, and pared-down routines. It presents itself as the antidote to overwhelming skincare shelves, offering a tight product lineup that promises a dewy glow without the extra steps. But beneath the surface, that message has started to feel hollow. Consumers are calling out the irony of yet another celebrity using beauty as a cash grab, especially under the guise of “accessibility.” Rhode doesn’t come off like a passion project. It feels like a business move. And as the clean girl aesthetic continues to dominate, so does the fatigue around it. The brand pushes a look that’s curated to seem effortless, yet it leaves little room for individuality, culture, or fun. 

 

The fan reaction is far from glowing. While the initial hype around Rhode was strong thanks largely to Hailey Bieber’s influencer status, it’s been met with growing disinterest. Consumers are vocal about their frustration with celebrities entering the beauty space just to capitalize on trends. On top of that, the visual direction of the brand feels completely disconnected from the Gen Z audience it’s targeting. Grey packaging, monotone visuals, and uninspired messaging aren’t resonating with young women who are craving vibrancy, experimentation, and self-expression. In short, Rhode doesn’t invite anyone in. It just exists in its own beige bubble.