Something strange happened late last week. My inbox, usually a disparate mix of pitches, press releases and password resets (honestly, Gmail, I’ve nothing more to give) started to sing as one chorus.


In the space of a couple of hours, I received more than a dozen pitches from people wanting to write about someone called Molly-Mae Hague.


Hague, for the uninitiated (if they still exist), is a 22-year-old influencer who makes a very good living shilling polyester. A former finalist on Love Island, she’s now the ‘creative director’ of that fastest of fast fashion brands, Pretty Little Thing – part of the Manchester-based Boohoo Group previously shamed for its pitiful treatment of garment workers.


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