Molly-Mae Hague was trolled after PrettyLittleThing uploaded a short documentary that showed her responsibilities as a Creative Director.
The PLT clip, shared on YouTube, showed the process of the company getting ready for its fashion show during London Fashion Week.
The British Fashion Council previously had to clarify that the fast-fashion brand had no association with LFW.
And now, PLT's first episode of their docuseries left viewers convinced that a lot of the Love Island star's part in the video was 'just for show'.
"So obvious that the scene with her getting told loads of work was just for show to make it look like she does something," one viewer said. "We all know she’s purely just a money face of the brand."
"No one that values real fashion and creativity would support this. Its an awful attempt at staging Molly Maes "hard work" and it's insulting to people that are smart enough to see straight through this," another said.
"Unfortunately this will inspire the younger generation in promoting mediocrity as aspirational. Just stop."
One viewer added: "You can tell who REALLY does the work just by the way they're dressed... Can imagine... She comes in, prim and proper head to toe, does f all And leaves. Then says "had a busy day at the office."
Many said they were proud of her and called her 'inspirational'.
During the short clip, Molly-Mae sits down with the Director of Marketing, Nicki Capstick, who tells her what her responsibilities are for the show.
"We need you to come up with some venue suggestions, ASAP, so if you can get those over to me this week. Inspo-wise, in terms of any ideas around creative, again, it's all on you. It's representing your collection," Nicki said.
Nicki went on to say that they would hopefully throw an afterparty, 'depending on the venue'.
She added: "We'll need to think about which DJs we want to play, probably need to think about a performer, we'll need to think about a drinks list, any appetizers, food and stuff... Again, all on you."
The reality star landed the high-profile role as Creative Director at PLT last year, but has been heavily criticised by fans since taking it on.
Molly-Mae had worked on the PLT fashion show for six months before it occurred in February.
She said it was the biggest moment of her life and that she had worked around the clock to get things just right.
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Friends including Maura Higgins attended the event to see what Molly-Mae had been working on over the last year.
Molly-Mae previously slammed those who think she spends her day doing nothing.
During a chat with The Mirror, the star set the record straight after receiving some social media jabs poking fun at the Creative Director role.
"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!"
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