Away from the boardroom leadership battles at Boohoo, the troubled fashion retailer is getting on with the job of rebuilding its public image.

Ahead of the important festive season, a new refresh hails “an exciting new era” for the fashion label via a “creative redirection” that includes a bespoke custom redesigned logo with bold visual handwriting that’s “new… but distinctly Boohoo”.

Key is an accompanying new campaign called ‘People will talk’, describing its introduction as “a sentiment that is not lost on the brand but acts to change the rhetoric and usher in a new Boohoo era that will most certainly get people talking”.

The party season campaign features exaggerated silhouettes, including oversized shoulders, bubble hem skirts and mini-dresses.

Boohoo marketing director Sam Leach said: “Our team has worked tirelessly to bring the vision to life, and we’re thrilled with the result.”

“Everything about it perfectly encapsulates who we are as a brand and where we want to be; bold, brave and confident. People will always talk about us, so get ready… the Boohoo renaissance has begun.”

The redesigned logo and new visuals now feature primary monochrome branding sitting alongside a colour palette of blush and concrete, with “a pop of chrome that adds a younger take on the brand”.