New Look
over time
New Look's homepage, one archived capture a year from 2010 to 2025: what it led with, quoted from each capture, and how it looked. New Look publishes too few dated blog posts or press releases to measure its writing.
- Homepage captures
- 13
- First capture
- 2010
- Latest capture
- 2025
- Pages measured
- 1
1 page only. New Look publishes too few dated blog posts or press releases to measure its writing, so this page shows its homepage over time instead.
01 · Homepage
One capture a year
New Look's homepage from 2010 to 2025, closest to 1 July, from the Internet Archive. Pick a year or press play. Each headline is quoted from its capture and links to the archived copy.
Screenshot of New Look’s homepage (newlook.com) as archived by the Internet Archive on 1 Jul 2025. © New Look or its licensors. Shown for comparison and review; not endorsed by New Look.
Homepage
2025
“New coming through”
Page title
New Look | Women's, Men's & Kids Clothes Shop
- 2010Welcome to New Look
- 2014NL Daily Trend Guides
- 2016SHOP JACKETS & COATS
- 2021New season calling...
- 2022Stock up on sunshine staples
- 2025New coming through
13 captures. Screenshots are rendered from the archive and can pull in images archived later than the page itself; dates come from the capture. Years without a capture are greyed out in the strip.
02 · Every page
All 1 pages, by year
The full list behind every number above, with links to the live page or the archived copy. 1 count towards the measures. Pages with no reliable date count in the overall numbers but in no year.
In the overall numbers, no year1 page
- New Look Retailers24 Sep 2026 · press · 182 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
03 · Method
How this was measured
The pages
New Look's own blog posts, press releases and announcements, fetched from the live site in 2026 and from the Internet Archive for 2015 to November 2022. Homepages are shown as captures; product and help pages are not measured.
The measures
Code counts from ScriptGrain’s writing instruments: sentence length and rhythm, contractions, pronouns, punctuation, long words, and three published lists of AI-associated words. No AI model reads or judges any page.
What it cannot say
These measures describe style. They cannot tell who or what wrote a page, and nothing here says or implies that any brand used AI to write.
Sample sizes
Every number carries its page count. Years under 10 pages, and before-and-after comparisons with under 10 pages on a side, are shown as context only.
- Sentence length
- Average words per sentence.
- Sentence rhythm
- How much sentence length varies (standard deviation over mean). Higher reads less even.
- Contractions
- Contractions (we're, you'll, it's) per 1,000 words. A rough gauge of how conversational the writing is.
- "You"
- Share of I/we/you pronouns that are "you": how much the writing addresses the reader.
- "We"
- Share of I/we/you pronouns that are "we": how much the writing talks about the organisation.
- Questions
- Question marks per 1,000 words.
- Exclamations
- Exclamation marks per 1,000 words.
- Long words
- Share of words with seven or more letters.
- Em dashes
- Em dashes per 1,000 words.
- AI-associated words
- Words from SGR-007's three AI-associated lists, per 1,000 words. These are style markers that people used long before ChatGPT; a higher rate says nothing about who or what wrote the page.
- AI-era marketing words
- Marketing words that became more common in AI-era copy (seamless, elevate, unlock...), per 1,000 words. A style measure only.
- Quieter LLM-favoured words
- Everyday words language models are known to over-use, per 1,000 words. A style measure only.
- AI-associated sentence shapes
- Sentence patterns such as "not just X, but Y", found by ScriptGrain's cliche checker, per 1,000 words. A style measure only.
- Page length
- Average words per page.
Studies: SGR-009: Do brands in the same sector sound the same? · SGR-010: How UK brands write · SGR-011: Did brand writing change after ChatGPT?.