- Molly-Mae Hague fronted Maebe's new summer collection campaign, shot on location in Marrakesh, teasing fans with "you guys are genuinely not ready for the pieces we have coming."
- The campaign dropped while Molly-Mae was six months pregnant with her second child, making her baby bump a focal part of the rollout's imagery.
- Maebe's debut collection sold out in 24 minutes, setting the stage for the brand's summer push to be its most anticipated drop yet.
- The campaign follows Molly-Mae's April 2026 Adidas UK limited footwear collaboration and a Star Baker win on Celebrity Bake Off 2026.
Molly-Mae Hague is making a major fashion statement this summer. The influencer-turned-entrepreneur stepped in front of the camera for her own clothing brand, starring in the label’s summer collection campaign shot in Marrakesh.
Taking to Instagram, she told her 8.6 million followers she was “feeling so grateful and proud” of her team’s work, adding: “I really think it’s about to be a Maebe summer.”
The shoot came while Molly-Mae was six months pregnant with her second child, with partner Tommy Fury, making the campaign a personal as much as a commercial moment.
Since Maebe’s launch, its debut collection sold out in just 24 minutes, proving the brand’s pull extends well beyond its founder’s personal following.
Molly-Mae recently teamed up with Adidas Originals to design a sneaker collection, those limited-edition trainers officially dropped on April 9, 2026, marking another milestone in a year already packed with wins. She was also crowned Star Baker on Celebrity Bake Off 2026 in aid of Stand Up To Cancer.
Maebe, which has no prior endorsement history with other celebrities, being solely anchored to its founder, is using the Marrakesh campaign to signal a more elevated brand identity.
In a similar vein, Rachel Sennott recently fronted Marc Jacobs’ The Scene campaign, showing how founder and celebrity-led fashion campaigns are redefining brand storytelling in 2026.
Beyond Adidas, Molly-Mae’s recent endorsement portfolio also includes Beauty Works, for whom she launched the Molly-Mae Curl Collection in September 2025.
Takeaways
Molly-Mae is doing something few influencer-brand founders manage this cleanly: using her personal life (pregnancy, family milestones, even a Marrakesh backdrop) as authentic campaign content, without it feeling forced.
Maebe isn’t just riding her fame; it’s being built around her life in real time, which gives every collection drop a built-in narrative hook.
Pair that with her Adidas co-sign earlier in 2026, and she’s clearly operating on a different level from the average influencer-with-a-clothing-line.
Can Maebe grow into a standalone brand with real longevity, or is its success entirely dependent on Molly-Mae’s personal spotlight? Does starring in her own brand’s campaign while visibly pregnant strengthen or risk diluting the brand’s fashion-forward image?
