Molly-Mae Hague has been appointed as the new creative director for PrettyLittleThing, focusing on campaigns in the UK and EU regions.
- Hague’s role will involve directing campaigns and signing new talent, a natural step after her successful collaborations with the brand.
- As part of her new position, Hague will launch a collection featuring diverse clothing items, emphasising size inclusivity.
- Umar Kamani, CEO, describes Hague’s involvement as a seamless integration into the brand’s future strategies.
- Hague’s collaboration history with PrettyLittleThing highlights her longstanding influence and contribution to the brand.
Molly-Mae Hague’s appointment as PrettyLittleThing’s creative director marks a significant development in her association with the brand. She will focus on creatively steering campaigns and endorsing new faces across the UK and EU regions. This move is heralded as a ‘natural progression’ following her previous successful collaborations that launched in 2019, which sold out rapidly, underscoring her influence in the fashion domain.
In her new capacity, she will also unveil a 30-piece clothing line, extending her creative influence into the realm of fashion design. This collection, which accommodates a wide size range from 4 to 30, reflects a conscious effort towards inclusivity, and will be available in an accessible price range of £5 to £50. Umar Kamani, CEO, highlights this partnership as a mutually beneficial evolution, allowing Hague a more integral role in shaping the brand’s strategies within key European markets.
Umar Kamani expressed his enthusiasm for Hague’s deeper involvement, stating, “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.” His comments illustrate a shared vision for the brand’s future, aligning with its innovative and dynamic approach to fashion retail.
Hague’s journey with PrettyLittleThing began with her debut collaboration in 2019, post her appearance on Love Island. Her initial collection not only sold out within hours, but it also demonstrated her strong market appeal and influence in fashion. Her background, rooted in fashion and beauty content creation on platforms like YouTube and Instagram, further establishes her as a credible figure in the fashion world, now transitioning into a more strategic role.
This appointment reflects both Hague’s personal brand development and PrettyLittleThing’s adaptive strategies in the competitive fashion industry. Her engagement as creative director aligns with broader market trends of leveraging influencer-driven fashion lines, which resonate well with the brand’s target demographic.
Molly-Mae Hague’s new role with PrettyLittleThing solidifies her influence, aligning her creative vision with the brand’s strategic goals in the UK and EU.
