reinvent
v.to change something so much that it seems completely new. People often do this to themselves or their businesses to stay successful or interesting.
v.to change something fundamentally, often to make it appear modern or more effective. Frequently used in the context of personal identity, business models, or creative processes.
“The company had to reinvent itself to stay competitive.”
“After losing his job in finance, he decided to reinvent himself as a professional chef.”
“The pop star managed to reinvent her image with every new album, ensuring her brand remained relevant to a constantly shifting demographic.”
The verb is transitive and often takes a reflexive pronoun like 'himself' or 'itself'.
“English, a 42-year-old father of three from Larkhall, Lanarkshire, reinvented himself as an independent journalist after appearing on Glow, a failed reality television show billed as a Glaswegian Towie.”
“The old must be cast out before it is reinvented as new; the modish cannot be represented by a 60-something football man.”
From re- + invent.
Etymology adapted from Wiktionary, available under CC BY-SA 4.0.