Molly-Mae Hague's Maebe Fashion Brand Faces Diversity Backlash at London Pop-Up
Former Love Island contestant Molly-Mae Hague, aged 26, has encountered significant criticism following an immersive pop-up event for her premium womenswear label, Maebe, in Bayswater, London. The one-day showcase, designed to offer supporters a first-hand view of the collection ahead of its public opening, has sparked controversy after a content creator highlighted what they described as a "disturbing" lack of diversity among attendees.
TikTok Influencer Raises Concerns Over Attendee Diversity
TikToker Nas Ganev shared footage from the influencer preview, stating, "You should avoid the Maebe village and here's why. I went today and although it's so pretty inside, I saw something very disturbing. There were only white women in the room. There was no diversity at all." He emphasised that in a multicultural city like London, this immediately stood out, making the experience feel uncomfortable for him. Ganev advised followers who had booked tickets based on his recommendations to cancel them, citing the issue as a major concern.
In contrast, the Maebe Instagram profile has been sharing images from the event that appear to show a broader spectrum of backgrounds among visitors. The pop-up, which runs from 9am to 7pm and requires advance booking, was promoted as an immersive experience celebrating women in honour of International Women's Day, featuring shopping, coffee, food, and wine.
History of Criticism and Brand Response
This is not the first time Maebe has faced backlash. Since its launch in September 2024, the brand has been criticised for steep pricing and stock issues, with the initial collection selling out within 24 minutes despite years of development. One prospective customer remarked on the challenging buying experience, noting it felt like a "game of whoever can type the fastest."
Molly-Mae Hague addressed these complaints directly on YouTube, acknowledging the stock problems and promising improvements. She stated, "I couldn't agree with you more on the stock front, it's really frustrating. Unfortunately, I just didn't back myself enough when we planned these quantities a very long time ago." She apologised to customers and committed to enhancing the buying experience in the future.
Financial Performance Amid Controversy
Despite the criticism, recent financial accounts for Molly-Mae's company, MMH International Ltd, reveal that Maebe generated approximately £300,000 in profit for the 12 months ending in March last year. As of December 2025, cash reserves in the company had increased to £231,155 from £65,071 the previous year, indicating strong financial growth for the brand.
The event, intended to celebrate women and foster community, has instead ignited a broader conversation about diversity and inclusion in the fashion industry. As Maebe continues to navigate these challenges, the backlash serves as a reminder of the importance of representation in public-facing brand activations.
