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They were the Posh and Becks of reality television, loved more as a pair than as separate entities.
So when Molly-Mae Hague and Tommy Fury split last month, not only were their millions of devoted fans left in mourning, but their extremely lucrative joint brand was left in tatters, too.
Their romance had begun after meeting on ITV’s Love Island in 2019. Runners up on the show, they were rapidly taken to the hearts of the captivated Gen Z viewers, who regarded them as a ‘fairytale family’.
As Molly, a model and beauty pageant winner, and Tommy, a professional boxer and younger brother of world champion boxer Tyson Fury, shared more and more of their seemingly envious life on social media, their fanbase grew and grew.
Along with the millions of followers came lucrative endorsement deals: Tommy became M&S’s food ambassador, as well as picking up contracts with fashion brands like Diese.
