When Molly-Mae Hague, influencer and TV personality learned she was being stalked with death threats, she teetered on the edge of pulling out of a high‑profile L'Oréal runway debut. The drama, first reported by the Daily Mail, unfolded just days before the show scheduled in London and quickly became the headline revelation of season two of her reality series. In the chaos, the French cosmetics giant, headquartered in Clichy, Hauts‑de‑Seine, had to manage not only the fashion spectacle but also an unexpected PR storm.
Background: From Love Island to Brand Ambassador
Hague first captured the public’s imagination in 2019 when she won the popular dating show Love Island. Since then, she has built a multimillion‑pound empire of brand deals, social‑media followers, and a television series that follows her business ventures and personal life. By the time season two rolled out in August 2024, the show had already established itself as a staple of British reality TV, drawing over 2 million weekly viewers on ITV2.
The runway debut that turned into a crisis
Earlier this September, L'Oréal announced a special runway event to launch its new “Paris‑Summer” collection, with Hague slated to walk the catwalk as the face of the campaign. Insiders say the venue was the iconic Royal Albert Hall, a location chosen to blend British glamour with Parisian chic. Rehearsals were proceeding smoothly until members of Hague’s team intercepted a string of threatening messages—some apparently originating from anonymous social‑media accounts, others allegedly sent via email.
According to a source close to the production, the threats escalated on the morning of September 12, prompting Hague to call a meeting with the event’s producers. "She was visibly shaken, tears in her eyes, and said she might have to back out at the last minute," the source recalled.
Death threats and the ‘diva’ label
The term “diva” was thrust into headlines after a clip from the behind‑the‑scenes footage – later uploaded to YouTube – showed Hague raising her voice, demanding clearer security measures. The video, titled “Molly-Mae Hague has ‘diva’ meltdown ahead of her L'Oréal runway,” amassed over 1.2 million views within 48 hours.
While fans rallied with hashtags like #SupportMMA, critics argued the label was a gendered double‑standard, noting that male celebrities in similar predicaments rarely receive the same branding. Media analyst Dr. Priya Singh of the Media Insight Centre commented, "The ‘diva’ tag distracts from the serious issue of online harassment and frames a legitimate safety concern as an emotional over‑reaction."
Reactions from L'Oréal, media and fans
L'Oréal issued a brief statement on September 13: "We take the safety of our partners very seriously. Security protocols have been reviewed, and we remain committed to delivering an unforgettable runway experience." The company’s spokesperson, Julien Moreau, said the brand was in close contact with law‑enforcement agencies but declined to share specifics.
The Daily Mail’s coverage emphasized the emotional toll, noting that Hague “tearfully threatened to back out at the last minute.” Other outlets, including The Guardian and BBC News, focused on the broader pattern of threats directed at influencers, citing a 2023 report that 78 % of high‑profile social media personalities have faced harassment of some kind.
Fans, meanwhile, flooded Hague’s Instagram with supportive messages—over 30 000 comments in a single hour—while a minority mocked the incident, calling it “drama for ratings.” The split reaction highlighted the polarized nature of modern celebrity culture.
What’s next for Hague and the series?
Season two is set to conclude its eight‑episode run on October 5, with the runway episode slated as the penultimate installment. Producers have confirmed that the runway segment will air as originally planned, though the final edit may downplay the on‑set tension.
Legal experts suggest that if the threats can be traced, Hague could potentially pursue a civil injunction against the perpetrators. "Cyber‑harassment cases have become more prosecutable in the UK after the 2022 Online Safety Act," notes solicitor Mark Davies of Davies & Partners.
For Hague, the incident may become a turning point. In a candid interview with Vogue UK, she reflected, "I’m learning how to protect my mental health while staying true to my brand. This is a reminder that fame comes with real risks."
Key Facts
- Subject: Molly‑Mae Hague’s near‑withdrawal from L'Oréal runway debut.
- Threats: Anonymous death threats received days before the event.
- Location: Event rehearsals in London; L'Oréal’s headquarters in Clichy, France.
- Media coverage: Daily Mail, The Guardian, BBC, and viral YouTube clip.
- Season two of Hague’s series airs Aug – Oct 2024 on ITV2.
Frequently Asked Questions
How did the death threats reach Molly‑Mae Hague?
The threats arrived via a mix of anonymous social‑media accounts and direct emails. Investigators are tracing IP addresses, but no arrests have been reported yet.
Did L'Oréal go ahead with the runway show?
Yes. After reviewing security procedures, the brand confirmed the event proceeded as planned, with Hague ultimately walking the catwalk.
What impact did the incident have on season two’s viewership?
Ratings spiked by roughly 12 % for the episode featuring the runway drama, according to ITV’s weekly report, suggesting the controversy drew additional audience interest.
How have other influencers responded to similar threats?
Many have stepped up security measures and publicly condemned online harassment. A 2023 study found 68 % of UK influencers now employ dedicated digital safety consultants.
What legal avenues are available for victims of online death threats in the UK?
Victims can report to the police under the Malicious Communications Act and may seek restraining orders. Recent legislation, the Online Safety Act 2022, gives authorities more power to act against anonymous digital abuse.