Boohoo has refreshed its logo and branding as it hailed “an exciting new era” for the fashion label.

The fashion retailer said the “creative redirection includes a bespoke custom designed logo and a bold visual handwriting that is new, but distinctly boohoo”.

The primary monochrome branding will sit alongside a colour palette of blush and concrete, with “a pop of chrome that adds a younger take on the brand”.

Alongside the new logo reveal, Boohoo has launched a new campaign called ‘People will talk’.

It described the campaign 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 brand refresh lands in time for party season and 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.”

Last week, owner Boohoo Group revealed it was considering a break up of the portfolio as it was exploring its options to “unlock and maximise shareholder value”.

Just this morning, Mike Ashley demanded that the retailer, in which he owns a 27% stake through Frasers Group, appoint him as its new chief executive in an open letter to its board.

Frasers Group, which Ashley controls, has requisitioned a general meeting of Boohoo to propose hiring the retail tycoon as a director and CEO of the company, as well as Kroll Advisory managing director Mike Lennon as a director, to take effect without delay.

Click here to sign up to Retail Gazette‘s free daily email newsletter