Digital Marketing Executive Bruna discusses the launch of Molly-Mae’s clothing line Maebe, and the question of creating a sustainable fashion brand.
Molly-Mae Hague is undoubtedly one of the most successful influencers in the UK. After placing second on Love Island with Tommy Fury in 2019, Molly has since gone on to acquire 8.7 million Instagram followers, had a stint as the creative director of global fast-fashion giant Pretty Little Thing (PLT), launched a leading fake-tan brand, and has had unquestionable influence over her followers when it comes to fashion trends and adhering to the ‘Molly-Mae aesthetic’. And at the age of 25, she is now the owner of her own fashion label, Maebe, which officially launched yesterday.
Molly’s latest fashion venture is a direct online-to-consumer business, which aims to be a “contemporary womenswear brand poised to make elevated style an accessible luxury for a new generation”; and if you’ve had any exposure to Molly-Mae, her latest business endeavour is as true to her brand as can be. From the clothing to the website, Maebe indulges in all things Molly-Mae: timeless and minimalist staples, monochrome palettes and neutral tones.
Most notable about the website (besides everything selling out in 24 mins) is the inclusion of a page titled ‘Transparency’ – a dedicated section which explicitly details how sustainable Maebe is. From listing manufacturers, agreed welfare policies with their partners and certifications, the page is a solid attempt to highlight how ethically conscious Maebe is as a brand. And in a world where retailers are facing extreme pressure to reduce their environmental impact, it should be unsurprising that Molly’s clothing line has gone the extra mile to ensure that they are meeting consumer expectations, and that for the price of the garments, the upmost responsibility has been undertaken.
So far so good.
But perhaps there is something to be said about the ideology behind having a website page dedicated to sustainability pledges. As a brand, Maebe has made a declaration about their efforts which if found out to be untrue, could cause huge backlash for Maebe and Molly-Mae herself. During her time as PLT’S creative director, she faced judgement for working alongside a brand which has such unsustainable business practices, and despite PLT taking steps to promote a more ethically conscious ethos (such as their resale app), it seems questions surrounding Maebe’s ability to uphold their sustainability promises are looming. It’s unsurprising that Molly-Mae has launched a fashion brand, as her interest in fashion has been evident on her social media since the beginning of her career. However, the consensus that Molly-Mae has never taken her social responsibility regarding environmental issues seriously when working in fashion has left people wondering how sustainable Maebe can be, if at all.
When it comes to sustainability, Molly-Mae doesn’t have the best reputation, but Maebe this is an opportunity for Molly-Mae to reinvent this status, with the design chain and production process as aid.