Molly-Mae Hague has been named PrettyLittleThing's UK and EU creative director.
The Love Island UK runner up had previously teased a "huge announcement" before the new role was revealed this morning.
The revelation coincided with the launch of the 22-year-old's latest collection with the fast fashion brand.
In a statement, the influencer and reality TV star said: "I am so excited to announce my new role as Creative Director of PrettyLittleThing for the UK and EU.
"It's a dream to continue working with my favourite brand and we have so much to show you all! This is just the start."
Sharing the news with her 5.9 million Instagram followers, Hague called it "the biggest move in my career so far."
PrettyLittleThing's CEO Umar Kamani added in a statement: "This felt like a natural fit for us. Molly has been a huge part of our PrettyLittleThing journey and she is so invested in the brand.
"We wanted to explore different avenues together and bring her on board as more of a creative, where she can work closely with our team and be involved in our wider strategy across the UK and Europe over the next 12 months."
Ahead of the news of her appointment, Hague revealed she'd been working on a secret project with PrettyLittleThing and shared that she had purchased a Cartier bracelet worth £37,400 ($51,401.51).
She shared an image of the Diamond Paved Love Bracelet on her Instagram story calling it "a 'well done' to myself."
Hague first began working with the brand immediately after leaving the Love Island villa, having finished in second place with her partner, boxer Tommy Fury in 2019.
She reportedly received over £500,000 ($687,186.00) to sign up as a brand ambassador, and at the time it was the biggest pay cheque of any of her castmates.
In 2020, according to The Sun, she received another six figure salary from PrettyLittleThing for just six months work.
Earlier this year, it was reported she'd been paid £1 million ($1,374,372.00) by the brand for her latest fashion deal, with one source revealing she is one of the brand's highest selling ambassadors.
It's not clear if this sum was in relation to her newly announced position.
Just weeks ago, Hague shared a chat with her manager Fran Britton on her YouTube channel discussing some of her business decisions since finding fame.
In the video shared with her 1.57 million subscribers, she shocked fans by disclosing that she had previously turned down a multi-million dollar deal because she didn't use the brand.
Britton explained that Hague has shared goals with her, like one day buying a home and taking all her family on vacation, adding: "It's my job to make those goals happen."
She continued: "A high street fashion brand came along last year, offered me £2 million [$2.7 million], which is a lot of money, and said to me, 'We're obsessed with Molly-Mae, we'd love her to be the face of our brand, we want her to work with us.'
'I thought, 'Brilliant!', and then I said to her, 'How do you feel about that?' and she said no. I said, 'Why? You told me you want to buy that house', and she said, 'No I don't buy my clothes from there.'"
Newsweek has contacted representatives for Hague and PrettyLittleThing for comment.
