Not so long ago, celebrity was symbolised by a tiny dog, oversized sunglasses and a casual frequenting of yachts. Those days are long gone. The latest accessory for the rich and famous? A Creative Director job. Last week, ex-Love Islander Molly-Mae Hague became Creative Director at fashion brand Pretty Little Thing (PLT), Kendall Jenner, second to youngest of the Kardashian clan, was appointed to the same role at online luxury fashion retailer FWRD and model Bella Hadid became co-founder of the non-alcoholic beverage company Kin Euphorics.
The social media obsession with the genre is desensitising a generation.