Public Desire has unveiled a full rebrand to mark the footwear label’s 10-year anniversary, “signalling a bold new chapter for the brand”.

And comprehensive it certainly is, with a make-over including new logo, website, visual identity and tone of voice, adding up to “an elevated aesthetic… and renewed focus on footwear innovation”.

“Born in the UK and worn worldwide,” Public Desire said its rebrand reflects the “evolution into an elevated, fashion-first brand built on confidence, creativity, and culture”.

It’s headlined by a refreshed identity that “celebrates modern femininity, bold, magnetic, and unapologetic, while staying true to its accessible-luxury roots”.

Public Desire marketing director Emily Frazer added: “Our rebrand reflects the woman we design for: confident, magnetic, and unapologetic. Every silhouette, stitch, and step is ‘Designed to Be Desired’.”

Its campaigns include ‘Decade of Desire’ and ‘Drive Your Desire’: the former looking back at a decade of “standout collections, celebrity moments, and trend-defining design that shaped the brand’s global influence”.

These include international celebs such as Beyoncé, Kylie Jenner, and Bella Hadid, while landmark collaborations, included Hailey Baldwin (2016) and Alabama Barker (2022), “marking key moments in the brand’s journey from breakout e-commerce success to global influence”.

Meanwhile, the latter looks ahead to introduce the next chapter, “a fashion-first campaign that celebrates confidence, energy, and self-expression, propelling Public Desire into a new era of modern femininity and elevated design”.