Molly-Mae Hague, a prominent influencer and former Love Island contestant, has been appointed as the UK and EU creative director for PrettyLittleThing.
- In her new role, Hague will actively shape the brand’s campaigns and recruit new talent across the UK and EU.
- PrettyLittleThing CEO Umar Kamani expresses confidence in Hague’s dedication and vision for the brand’s strategic direction.
- A 30-piece clothing collection by Hague will be launched, featuring diverse styles and sizes while priced affordably.
- Hague’s fashion journey began with a sold-out collection in 2019, following her success on Love Island.
Molly-Mae Hague, renowned for her influence in fashion and social media, has been appointed as the new creative director for PrettyLittleThing in the UK and EU. This appointment marks a significant expansion of her relationship with the fast fashion retailer, which is a part of the Boohoo Group. Strongly backed by company CEO Umar Kamani, Hague is expected to apply her creative flair and industry insight to guide the brand’s campaigns and talent acquisition strategies.
Hague’s new position will see her take on a proactive role in creatively shaping upcoming campaigns and handpicking new faces for the brand within the UK and EU. Kamani remarked on the strategic alignment of this appointment, noting it as a “natural fit” due to Hague’s longstanding involvement and interest in the brand. “Molly has been a huge part of our PrettyLittleThing journey and she is so invested in the brand,” he stated, highlighting the collaborative effort that is anticipated to enhance the brand’s presence over the next year.
In line with this new role, Hague is launching a 30-piece clothing line that is inclusive of a variety of sizes, ranging from 4 to 30. The collection is designed to offer affordable fashion choices, with prices set between £5 and £50. This project symbolizes her commitment to accessibility and style, featuring a selection of blazers, trousers, jumpsuits, and accessories, ensuring that the line caters to a wide audience.
Hague’s affiliation with PrettyLittleThing began in 2019 after she gained fame on Love Island. Her initial collaboration was highly successful, with a collection that reportedly earned her £500,000 and sold out swiftly. Beyond her television fame, she has cultivated a strong following through her fashion and beauty content shared on platforms like YouTube and Instagram, grounding her status as a fashion authority.
This strategic appointment of Molly-Mae Hague signifies a new era for PrettyLittleThing in its creative and market endeavours.
