Trending fashion news stories – As Demna is set to become artistic director of Gucci, and Donatella Versace passes the baton to Dario Vitale after nearly three decades at the creative helm of Versace, the fashion industry is bracing for much-needed creative transformation. Kering shares also slumped after Demna Gvasalia was named Gucci’s creative director. PrettyLittleThing unveils rebrand to usher in an “elevated new era.”
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Demna’s move to Gucci, announced after weeks of feverish speculation, stunned industry observers and sent shockwaves through financial markets, with Kering shares dropping sharply by more than 12 percent. While some hail this as an opportunity for Demna to reinvent Gucci through his distinctive cultural lens, others question his ability to break free from his Balenciaga legacy. BoF founder and editor-in-chief Imran Amed posits, “The really big question here is, can Demna do something different?”
Meanwhile, Donatella Versace’s transition from chief creative officer to chief brand ambassador marks the end of a storied era and the beginning of a new chapter under Dario Vitale. Highlighting Donatella’s cultural impact, BoF editor-at-large Tim Blanks notes, “Versace was one of the few names that registered with people who didn’t know anything about fashion.”
Fresh off a stellar tenure at Miu Miu, where he helped to ignite record growth, Vitale faces the ambitious task of balancing Versace’s iconic legacy with a renewed contemporary relevance. With whispers of potential acquisition by Prada Group swirling, Versace stands at the precipice of transformation.
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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 reimagining its future, stepping away from its fast fashion past into a contemporary womenswear brand. When Kamani returned he stated that he would put the “needs and desires” of the PrettyLittleThing customers at the forefront of every decision. In a statement, the brand said the new vision captures “the essence of modern sophistication” inspired by months of direct dialogue and feedback from its customers.
The rebrand is a “complete overhaul” of the brand look and feel, from logo design to colour palette, typography and website design, as well as tone of voice and an overall brand positioning to offer a “comprehensive elevation,” from elevated new collections to showcasing an inspiring digital destination. At the heart of the transformation is the reimagining of PrettyLittleThing’s visual identity. The distinctive unicorn emblem, once a playful symbol in bubble-gum pink, has matured into a sophisticated, heritage-inspired mark that “marries the elegance of a historic coat of arms with modern design”. The new monochromatic look has been designed to pay homage to the craftsmanship of luxury house emblems “while maintaining the unique spirit that has always set PrettyLittleThing apart”.
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