Boohoo Group signs Love Island stars

I Saw It First was the official 2019 fashion parter of ITV2’s hit reality TV show Love Island, but rival e-tailer Boohoo Group might end up winning the race.


Maura Higgins will be the face of her own Boohoo Christmas Edit - Boohoo

On Monday the Manchester-based group’s namesake brand announced Maura Higgins and India Reynolds as its new UK brand ambassadors, and PrettyLittleThing unveiled an exclusive collaboration with Molly Mae Hague this weekend.

This means that Boohoo Group has secured deals with three of Love Island’s four female finalists, just over a month since the show ended. And the deals are likely to have cost the retail group a considerable amount of money, with media reports suggesting Hague’s collaboration is worth a sizeable £500,000.

Despite their recent rise to fame, together Higgins, Reynolds and Hague rack up more than 6 million followers across their social media platforms and their support is expected to translate into thousands of sales for Boohoo.


Molly-Mae Hague's PLT collection was selling fast online on Monday - PrettyLittleThing

Fashion brands are eager to capitalise on the show’s momentum, as it is the most-watched programme for 16 to 34-year-olds in the UK across any channel. Last year, Missguided said sales increased by around 40% during the evenings the programme was on TV, and Superdrug enjoyed a stronger demand for male grooming products.

India Reynolds will be the face of new Boohoo trend-led capsule collections dropping every month across the next six months, whilst Maura Higgins will be the face of her own Christmas Edit. She will also work with Boohoo on a number of special projects, the first of which will be revealed on 16 September.

She commented: “I’m so proud of this opportunity I’ve been given by Boohoo. It’s a brand that I’ve loved since I was a young girl so partnering up with them is a very surreal feeling for me and I’m so grateful.”

Meanwhile, Molly-Mae Hague has unveiled a collection of blazer dresses, statement suits and laid-back loungewear in what has been described as PrettyLittleThing’s “biggest collections to date” by an insider.

Her collection launched on PLT’s website on Monday.

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