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Are Mollie-Mae and Maura the answer to survival for Pretty Little Thing and Boohoo?


Reality stars are the answer to survival for clothing brands, a Birmingham fashion expert has said after two Love Island finalists announced deals with online retailers.

News reports today (2 September) revealed that ITV2 star Maura Higgins has secured a deal with Boohoo, whilst fellow contestant Mollie-Mae Hague is said to have signed a six-figure deal with Pretty Little Thing.

“These collaborations are prime examples of how a brand can increase sales,” said Laura Arrowsmith, lecturer in Fashion Business and Promotion at Birmingham City University.

“This is making it increasingly harder for models, as consumers warm to the ‘relatability factor’ that reality stars bring. From a consumer perspective for many, being a model is not attainable and therefore there is a lack of connection.

“Reality stars, to a certain extent, have started their career as an ‘average Joe’ and therefore people warm to a more achievable person and back their progression and achievements.

“Designer brands are less likely to work with reality stars due to the fact that they do have such a short life span. There is also the risk of a reality star acting inappropriately and creating a brand-damaging situation.”

Image credit: @Instagram - @maurahiggins / @mollymaehague

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