'Is Molly-Mae’s creative director appointment a fast-fashion fad or the future?'

Posed photo of influencer and creative director Molly-Mae Hague in PrettyLittleThing advertising campaign

Celebrity creative directors have become a new fashion trend this summer, but are they the next generation in brand development or just glorified influencers? Retail Week reporter Rosie Shepard offers her view.

In two consecutive weeks, reality star Molly-Mae Hague and supermodel Kendall Jenner made similar announcements: that they were becoming creative directors of fashion brands PrettyLittleThing and FWRD respectively.

While these two brands differ in both style and price point, the move to convert a brand ambassador to an in-house creative director is an indication of where the fashion industry is heading. 

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