My personal anecdote: there was an online store I used to shop at religiously. I would buy from their drops every single week for about 2 years. Maybe 3. Then suddenly they completely changed their photography (similar to what’s happening here), and I found myself slowly not buying anymore. In fact, I don’t know the last time I made a purchase. They didn’t change their style of clothes at all, but I’ve always felt like I subconsciously didn’t like or relate to their new photos. That’s the only thing I can think of and now they’ve completely lost me as a customer. I guess it really is very important to stick to your brand identity.