‘Maebe’ We Can All Look Like Her?: How Molly-Mae Hague Used Her Post-Partum Dress to Promote Her Brand

Molly-Mae has caught attention in her recent post that has gone viral, not only because she is dolled-up, but because you wouldn’t have thought she gave birth a week prior to the image being taken. 

As a social media influencer, and finding love in the villa on UK’s Love Island reality TV show in 2019, Molly-Mae Hague has achieved 8.7 million instagram followers. Being in a relationship with professional boxer, Tommy Fury, who also appeared on UK’s Love Island in 2019, they have recently expanded their family from three to four. 

As many people are congratulating them on the recent birth of their son, Midas Fury, they are also giving Molly-Mae credit for showing support to her partner and in a fashionable manner. 

Over the weekend, Tommy Fury fought against Eddie Hall in a boxing match. In support, his partner Molly-Mae attended the event. Full-face of makeup, heels on, hair slicked back, she was looking presentable and camera-ready. However, none of this compared to what she was wearing. 

With over 2,500 comments on this Instagram post, there was a lot of applause and recognition for how she looked in the dress. The dress was white and tight fitting, with comments such as ‘Can we just talk about how incredible this woman is looking just days after giving birth?!’ and ‘Just give birth and look at you (heart-eyes emoji)’. On the day that she posted, she gained 10,735 followers on her personal account. 

Showcasing the dress on her post-partum body, this was perfect timing for Molly-Mae to promote her personal clothing brand. Her clothing brand, Maebe, spiked in major website traffic. Pulling this from Google Trends, the term ‘Maebe’ and ‘Molly Mae Fight Dress’ returned results with BREAKOUT, indicating a search interest of 5000% or more.   

After the post to her personal account, her clothing brand account ‘@maebestore’ has gained 4,638 followers since then to 3 days later. This PR move has led to her clothing brand and her family gaining media coverage, general public conversation, personal branding exposure and mainstream relevance.

As Molly-Mae successfully made an appearance at the boxing match, she also successfully promoted her brand Maebe, which was evident through positive comments and engagement on her post, and increased followers to her personal account and her clothing brand account. 

Interested to know what the ‘dress hype’ is about? See if you can spot her wearing it on her Instagram account, @mollymae

Article by Alyssa Attard