Global online retailer – Pretty Little Thing have just announced that Love Island 2019 winner and social media star – Molly-Mae Hague has been appointed Creative Director for its UK and EU division.
The 22 year old, Hertfordshire native has recently hit the million-pound income bracket, joining the growing breed of young millionaires.
The news comes as no surprise to most, however. With 5 collaborations launched and a £500,000 ambassador deal upon leaving the Love Island villa, it was inherent Hague and PLT would want to make their partnership permanent.
Umar Kamani – Founder and CEO of PLT has praised Hague‘s big-win, with Hague herself stating that the retailer “had faith (in her) from the very start.”
PLT is one of those fast-fashion retailers that is closely synonymous with its parent company – Boohoo Group. Encompassing past successful collaborations with Doja Cat, Winnie Harlow, Hailey Baldwin, Saweetie and Little Mix (who are all big ballers within their industries), PLT are not one to be snubbed. Seeking to prove that their principles go beyond profit, they’re renown for promoting self-confidence, female empowerment and ‘bad-bitch’ness, supporting POC members in the LGBTQ+ community on their platform and hosting 2021 body-positivity campaign – #EveryBODYinPLT with Four Model Management.
Despite her Fashion Retail Academy drop-out status, Hague definitively has the knowledge, skills and tools to build a brand personality in which she has successfully done, racking up a 6m following on Instagram. Her social media presence is indisputable. Her online content boasts a palette of neutrals and athleisure – two relatable guarantees to climbing the clout ladder. Influencer culture often gets a bad reputation for propping up unrealistic ideals, inauthentic endorsements and spotlighting a filtered blithe life. Hague is seemingly determined to challenge that through her decision to dissolve her lip fillers, and offer a healthier alternative to sun beds and sun rays with her self-tanning product range – Filter. Hague‘s strong work ethic is evident from an early age: her first job was at 13 sweeping floors in a local hairdressers. “The things that I’ve achieved since coming out of that show aren’t really down to the show, they’re more down to my drive and ambition to do big things,” she states in an interview with the Daily Mail.
Some may question her authenticity, but she turned down a 7-figure brand deal because it wasn’t a good-fit; that speaks volumes in itself. And while Hague and boxer – Tommy Fury may have won the £50,000 prize on Love Island, she’s had her fair share of setbacks including being diagnosed with skin cancer in late 2020, showing that influencers are not perfect and invincible.
Albeit your personal views on the politics of pretty and power, it is inspiring to see a successful businesswoman grab her career by its horns, whether she was pre-disposed to that success or not.
To celebrate and kick off her directorship, Molly-Mae Hague has released her “best collection to date” which is available to shop now on Pretty Little Thing‘s official website.
WORDS BY CHARIS CRAWFORD CORRI – FASHION DIRECTOR
Disclaimer- all images used within this article have been sourced from Pretty Little Things and Molly-Mae Hague‘s official websites and social media accounts. Ragged Culture Publishing Ltd. does not own the copyright to the images within this article. All rights reserved.