Fashion giant PrettyLittleThing has announced Love Island star Molly-Mae Hague as its new UK and EU creative director - as well as launching her first exclusively designed collection.
Having previously worked with the brand as a UK Brand Ambassador and curating a range of edits, videos and podcasts, the influencer has joined in a year-long partnership working alongside the in-house creative and brand team throughout 2021/22.
Ms Hague entered the Love Island villa back in the 2019 summer series, before finishing in second place with her partner, boxer Tommy Fury. Shortly after the end of the series, she signed a deal with PrettyLittleThing to become a brand ambassador worth £500,000.
READ MORE: Manchester finance business acquires two Essex-based firms out of administration
In this new role, Manchester-headquartered PrettyLittleThing said she will take an "active position" in creatively directing upcoming campaigns for the brand and signing new faces within the UK and EU.
The partnership between the global fashion brand and social media star will be bringing "inventive collections and sell-out styles", the firm said.
She said: “I am so excited to announce my new role as creative director of PrettyLittleThing for the UK and EU. It's a dream to continue working with my favourite brand and we have so much to show you all! This is just the start.”
On Wednesday, Ms Hague caused a frenzy on social media after sharing her generous gift to herself - a £37,400 Cartier bracelet.
Umar Kamani, CEO, added: “This felt like a natural fit for us.
"Molly has been a huge part of our PrettyLittleThing journey and she is so invested in the brand.
"We wanted to explore different avenues together and bring her on board as more of a creative, where she can work closely with our team and be involved in our wider strategy across the UK and Europe over the next 12 months.”
Ms Hague also launched her new 'Capsule Collection' on Thursday.
