The 2019 superstar of reality dating show Love Island, Molly-Mae has just been announced as PrettyLittleThing’s Creative Director in EU and the U.K. Hague’s partnership with fast-fashion e-tailer will happen throughout 2021 and 2022 and will include the direction of future campaigns for the Boohoo-owned brand. Don’t forget to check that out!

Molly-Mae Hague, British celebrity and fashion influencer with over 5.9 million followers on Instagram, has signed with Boohoo-owned fashion label for the role of Creative Director in Europe and in the United Kingdom. The news was announced by Hague on her Instagram page on Thursday 26 August 2021. According to PrettyLittleThing, the beauty will be responsible for signing new faces in Europe and for directing future campaigns, in close work with the brand’s in-house creative team. The reality TV star had partnered with the brand as its U.K. label ambassador in the past – in a 500,000 pounds deal -, but this new partnership elevated her relationship with the brand to another level. To celebrate her business with PrettyLittleThing, Molly treated herself with a 37,000 pounds Cartier gold and diamond bracelet, which she also shared on her Instagram page.

Photo Credit: GMSPORS

According to some sources, Molly-Mae declined a number of other partnership offers – including a 2 million pounds deal – from several fashion labels, simply because she does not shop from those brands. The influencer’s history with PrettyLittleThing dates from much longer before her participation in Love Island, so it felt natural for Hague to accept their offer. Molly’s personal style can be described as off-duty, including neutral tones with pops of colour, and oversized pieces, as she enjoys a mix of expensive luxury items combined with affordable fashion articles. About her new position at PrettyLittleThing, Hague said it represents her biggest career move and “a dream come true for me”.

Photo Credit: Eminetra New Zeland

The 22-year-old young woman studied PrettyLittleThing’s audience in order to be able to create collections that reflect the brand’s image and fulfill customer’s expectations. For her first drop, Hague decided to launch a collection with sizes ranging from 4 to 30, as she wanted to design clothes for everybody, not only regarding different styles, but also different body shapes. The capsule collection includes basic jeans and tops, comfortable and easy-to-wear pieces, as well as some tailoring. Besides editing the usual PrettyLittleThing offers, she is expected to design two other collections for the fast-fashion label. The items’ prices vary from 5 pounds for a crop top up to 60 pounds for a premium jumpsuit.

Photo Credit: WWD

Boohoo Group currently operates over 13 brands, as a result of a few recent acquisitions during the Covid-19 pandemic. Due to its purely digital presence, the fast-fashion retailer is considered one of the few brands going through good financial times amid the pandemic. The Group owns brands such as Nasty Gal, Misspap, Karen Millen, Warehouse, and Dorothy Perkins.

What do you think about this Fashion news? Molly-Mae Hague’s first capsule collection for PrettyLittleThing is already available to shop online at www.prettylittlething.com. Make sure to check it out!

Published by HOLR Magazine.