Molly-Mae Hague is now PrettyLittleThing UK/EU creative director

By

Sandra Halliday

Published
Aug 26, 2021

If anyone remains unconvinced by the importance of celebrities to fashion brands across the price scale at present, news on Thursday should convince them. PrettyLittleThing (PLT) announced that Molly-Mae Hague has been appointed as its creative director for the UK and the EU. 

And the social media influencer and TV personality has also launched her first exclusively designed collection for the brand under her new role. 

She's been associated with PLT for some time having been its UK brand ambassador and curating a range of edits, BTS videos and podcast interviews.

The new post is a year-long “partnership” working alongside its in-house Creative and Brand team throughout 2021/22.

The company was keen to point out that it's more than just an honorary title and that 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 this global fashion brand and social media sensation will be bringing inventive collections and sell-out styles”.

CEO Umar Kamani said it “felt like a natural fit for us” as she’s “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”.

Hague has been teasing a big announcement on her social media channels recently (she has nearly six million Instagram followers) and said on Thursday that she’s “so excited to announce my new role. 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”.

The new capsule collection that has also just launched is a summer-focused offer featuring swimwear, easy separates and “fuss-free co-ords” in a palette of soft neutrals and earthy tones, complemented with hints of this season’s statement prints and rich greens. 

It features the figure-enhancing fits that are hugely popular with the PLT customer, with sizes ranging from a UK 4 up to 30.