Molly-Mae Hague appears to have confirmed she is launching her own brand after a TikToker did a deep-dive investigation into her business.
Social media manager Louella posted a series of videos uncovering the venture and Hague commented, saying she was on the PR list. The business, which has trademarked Maebe and Maebe Store, has registered to produce accessories and clothing and its dedicated Instagram has just under 60K followers.
So what will the brand do and who will it target? CORQ’s team shared their forecast for routes it should follow to serve Hague’s core audience while also scaling beyond it.
Dina Zubi, trends analyst for CORQ
“Known for her neutral style and muted palette, I think Molly-Mae’s new company is bound to be a fashion brand with the same aesthetic. My prediction would be versatile everyday clothing – long sleeve t-shirts, denim, bomber jackets and sweatshirts, possibly athleisure pieces as well. Molly-Mae has also trademarked leather goods and a variety of bags, so holdalls, work bags and handbags would be a natural fit.
“She has proven her ability to produce sellout collections through her partnership with PrettyLittleThing, so no doubt her fans will be just as excited about this new launch – Maebe already has almost 60,000 followers without any knowledge of what the products look like.”
@lifestylelouella Maebe im right maebe im wrong🩷 what do you guys think? #mollymae #mollymaehague #mollymaebusiness #prediction #exciting #maebe #clothingcompany #fy #foryou
Caroline Edwards, trends analyst for CORQ
“Hague said she came up with the idea before she became pregnant with Bambi, but she also discussed her daughter when teasing the ‘passion project’ and said that she has been working on the brand non-stop for the past year. It’s likely a fashion brand, but because of how often her daughter appears in her content, I bet it will be for both mums and babies so that they can wear coordinating outfits. Hague likes to style Bambi in baby clothes that match her style, so I predict this brand will feature neutral tones and beige clothes in sizes for children and adults.”
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Natalia Reppas, research editor for CORQ
“Molly-Mae Hague is best known for her neutral style and capsule wardrobe, which I believe will be at the centre of her brand. Creators on TikTok have also speculated the brand could extend to include a line of children’s wear as the name could refer to “MAE”, from Molly-Mae, and “BE” from her daughter’s name, Bambi.
“Fashion TikToker Loulla (@lifestylelouella) has shared a series of deep dives and found a registered trademark of its name classified under sections 18 and 25, which include items such as bags, belts, clothing and footwear. TikToker Georgie (georgiejxmes) also speculated Hague’s upcoming brand launch could be the reason she stepped down from her position as creative director of PLT.”
Abby Oldroyd, trends analyst for CORQ
“I anticipate this will be an online fashion brand that reflects her minimalist style – think streamlined silhouettes and versatile basics. Since her departure from the Love Island villa in 2019, her fashion sense has evolved from bold statements to a more understated look, particularly after becoming a mother to her daughter, Bambi. Despite this shift, Gen Z continues to look to her for style inspiration.
“With her new brand, I think she aims to cater to young mothers by offering practical yet stylish pieces that blend comfort with modern aesthetics.”
Sara McCorquodale, CEO and founder of CORQ
“I think we could see Maebe following a similar playbook to Tala, initially offering small lines of everyday ready-to-wear garments that solve specific problems for a specific audience. Perhaps this will be the perfect leather jacket or coat that has a smart-casual aesthetic and can be thrown over any outfit. I think the brand could do well by serving the Gen Z mum market by creating hard-working neutrals that are easy to style.
“Molly-Mae’s personal style is not directional or original but it is a clean aesthetic which many consumers can borrow from. Her look has had a huge impact on retail fashion and she has proven time and time again with sell-out products for other brands that she has her audience’s buy-in. I think Maebe could have longevity if it grows its product range incrementally and above all else is community driven.”
Molly-Mae Hague could be a generation-defining influencer but she’s the last one Love Island created