Pretty Retro

Brand Make-Over

Creative Project and Photoshoot Production • Art Direction • Fashion Styling • Brand Visual Development • Marketing • Strategy • Website

From 2026, I became Pretty Retro’s only in-house creative, leading a new creative direction designed to move the brand beyond its declining wholesale model and build a stronger brand presence.

I introduced a more youthful, feminine aesthetic across social and e-commerce, alongside elevated content and a stronger influencer strategy, modernising the brand while staying true to its retro roots.

Brand Identity

Building a Feminine Brand Mood

Pretty Retro began as a wholesale brand, so there was less focus on creating a strong content world. I wanted to create a nostalgic 1940s/50s feeling that feels romantic, feminine and escapist, but still achievable

I wanted to move away from the original navy and yellow palette, introducing pink to give Pretty Retro a softer, more romantic feel. Hand-drawn fashion illustrations nod to the way vintage style was captured in the past, while love letters. and handwritten details bring a sense of nostalgia.

Introducing pink and Hand-drawn

Influencer Marketing

Building 'The Pretty Circle'

I built a relationship and buzz out of gifting clothing to build up our Pretty circkle

Content

2024

From a product-led feed and tired Pinterest recycled content, in 2024, to a recognisable brand world in 2026 - customer pov imagery, original illustrations and styling brought to life by real people. A warmer, more engaging presence that gives customers more ways to connect with retro style.

2026

With AI everywhere, I know our vintage customers value things made by real people. I chose illustration as a visual language for the brand and commissioned Hannah for a series of projects, drawing inspiration from vintage advertising to bring our clothes to life through styling, character and everyday stories.

2026 Content

Collaboration with Illustrator

Simple mannequin / Still Life refresh

Website Development