PrettyLittleThing has announced former Love Island contestant Molly-Mae Hague will be its new creative director.
The partnership between PrettyLittleThing and Hague will last one year, where she will work alongside the creative and brand teams to drive the business forward.
In her new role, Hague will creatively direct campaigns and be in charge of signing influencers and other talent to the brand in the UK and EU.
Hague has also released her first exclusively designed collection for PrettyLittleThing.
She previously acted as the retailer’s brand ambassdor, curating a range of edits and featuring in videos and podcasts.
PrettyLittleThing chief executive Umar Kamani said: “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.”
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