Pretty Little Thing’s OOH Ads: Big Impact, but Missing the Mark on Key Issues?

PrettyLittleThing.com (PLT) has never been one to shy away from splashy, colourful out-of-home (OOH) campaigns. Their latest is no exception, delivering bold designs that are definitely hard to miss. But while it might be eye-catching, it seems that PLT are relying too heavily on style over substance this time around.

Though many appreciate the brand's vibrant visuals that consistently grab attention on busy streets and in high-traffic areas, for some, the campaign feels too predictable and formulaic.

With PLT sticking to bright colours and catchy taglines that don’t push creative boundaries enough, it feels a bit same-y for OOH in 2024. A bit of variety in both imagery and messaging could have made the campaign stand out even more and showcase different sides of the brand, therefore appealing to a wider audience and supporting an increase in their core customer base.

One critique that’s been gaining traction online is around inclusivity and sustainability—or rather, the lack of it.

Given the growing demand for socially conscious advertising, it feels like a missed opportunity that PLT didn’t weave these values into their latest OOH ads. With fast fashion’s environmental and ethical challenges increasingly under the spotlight, a nod to these concerns could have shown that PLT is more than just trendy clothes. This is especially relevant as consumers look for brands that align with their values, not just their style.

Overall, it’s clear that PrettyLittleThing knows how to capture attention with bold campaigns that resonate with their current audience’s tastes. But to take their OOH advertising to the next level, they might want to start thinking beyond aesthetics and consider how they can contribute to broader cultural conversations, broadening their audience.

What are your thoughts—does this campaign capture your attention for the right reasons?

-Paige Sherreard