Pretty Little Thing‘s relaunch event was the latest example of “haute-washing” — using A-list celebrities to disguise the reality of fast fashion.

This week PLT unveiled its ‘most ambitious’ rebrand since launching in 2012 but critics were quick to point out that the clothing is still largely plastic.

One dress being sold for £70 is made up of 73% Polyester, 22% Rayon, 5% Elastane – all types of plastic.

PLT has long been under fire over its fast fashion practices, and has consistently scored poorly for the Environment, Animals, and People categories of the Good Shopping Guide’s ethical rating report – and scores as one of the least-environmentally friendly brands in the UK.

High-profile names can’t disguise the reality of fast fashion. Rebranding should focus on real values, sustainability, and consumer feedback—otherwise, it’s just haute-washing.

When will fashion focus more on longevity, craftsmanship, and sustainability rather than using celebrity glamour to sell more unsustainable pieces?

No amount of supermodel star power can change the fact that fast fashion remains unsustainable. The industry continues to rely on celebrity endorsements to distract from the bigger environmental impact. The rebrand should focus on real change, not just star-studded illusions.

The future of fashion should be about values, not just hype.