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Lilly Pulitzer Wants to Win Over a New Generation of Preppies

The brand, which celebrates its 65th anniversary this year, is introducing a new logo as part of a larger refresh in a bid to push the brand into the future.

Lilly Pulitzer chose a nostalgia-inflected typeface for its first logo refresh in 15 years. (Courtesy Lilly Pulitzer)

By

Diana Pearl

09 May 2024

BoF PROFESSIONAL

A decade ago, Lilly Pulitzer’s bright prints were omnipresent on college campuses, and a pop-up for its 2015 collaboration with Target in New York’s Bryant Park drew crowds of Millennial shoppers at the height of their modern preppy obsession. That same year, sales grew 22 percent.

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Further Reading

As Branding Evolves, What’s a Logo Worth?

Logos were once the symbolic and unwavering facet of a fashion house, but as branding becomes more nuanced in the digital age, logos are becoming more fluid than ever.

About the author

Diana Pearl

Diana Pearl is Senior News and Features Editor at The Business of Fashion. She is based in New York and drives BoF’s marketing and media coverage.

In This Article

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Marketing:Branding

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Lilly Pulitzer

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