In her new position as UK and EU creative director for the Boohoo Group-owned brand, Hague will take an “active position” in overseeing styling for brand campaigns and signing new brand ambassadors, according to a press statement. She is set to serve in the role for 12 months, the company said.
Hague, a social media influencer who shot to fame on British reality TV series Love Island, has previously worked with PrettyLittleThing as a brand ambassador.
The UK-based company is already among the most successful among a new breed of ultra-fast online brands challenging retailers like Zara and H&M. Its latest acquisition of British brands Karen Millen and Coast signals broader ambitions.