Molly-Mae Hague laughed off claims her Creative Director role is a walk in the park and says her 13-hour days prove her commitment.
The star says she has been working flat out with clothing brand PrettyLittleThing for more than six months and it has been so busy that she's even coming up with inspiration well after bedtime.
Some pointed fingers and questioned how hands-on Molly would be in the seven-figure job.
But she told The Mirror anyone that thinking she finally opens her laptop late in the afternoon after a day doing nothing couldn't be more wide of the mark.
The Love Island star, 22, has thrown everything into Wednesday's catwalk extravaganza at London Fashion Week.
She says it's the biggest moment of her life and she has clearly worked around the clock to get things just right.
Molly-Mae will showcase her new collection in front of hundreds of fashion experts - and explains the lengths she has gone to to make sure she sparkles at the glitzy event.
She even declined the chance to strut her stuff and sit in the front row at the event - instead saying she will be "running around like a madwoman" backstage making sure everything is picture perfect.
She said: "Honestly, we've worked really really hard.
"When I do a job it has to be done to the best of my ability. It has to be my focus.
"I've been working on this for a very long time now. Its eight months work for a 15 minute show, but we cant wait.
"I have been working with PLT for the past three years and I almost sort of naturally developed more of a lead in the business.
"I think that they knew through my other collections that I could control things, and implement what was needed in the brand."
She set the record straight after some social media jabs poking fun at the Creative Director role and outlined exactly the lengths she goes to - and she is taking it very seriously.
"It's hard to explain what a day looks like really," she added. "One day I'll be in at 9am and not leave until 10pm!
"I have just been in all day on Sunday, it doesn't stop - and we have about 20 WhatsApp group chats that are pinging off 24/7, honestly!
"I have had to mute a few. Then I get a message saying 'Molly, you haven't replied in the group for about two days.. get back on it'.
"I'll be sending messages at 2am 'I've just been thinking about this....' At night my creative juices are really flowing so I have to tell someone!"
But she make sure she gets her down time.
"I have definitely worked hard but when I have a day off, I really have a day off!" she said.
"No make-up, my hair is in a bun and all I do it sit and watch Harry Potter!
"I love being at home, it's a safe space."
The PrettyLittleThing X Molly Mae Collection can be seen here.
