PRIMARK, Zara and H&M love to see her coming as she's a powerhouse at flogging their clothes.
Perrie Sian Walker is an influencer with 1.5 million followers famed for her try-on hauls posing in hundreds of pounds worth of high-street clothes.
But her stardom is so big that fans put her in the firing line following Molly-Mae Hague and Tommy Fury's high-profile split - targeting which was further fuelled by her holidaying with the couple in April.
Molly-Mae announced the end of her five-year relationship on Instagram last month in a cryptic story that sent rumours swirling online.
Perrie, 32, was then accused of being the girl the pro boxer "cheated" with by a number of trolls - accusations she was quick to quash as "ridiculous".
It's not the only time critics have gone for Perrie's jugular, though.
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Gossip forums have dubbed her the "Temu version of Molly-Mae" due to her copycat blonde Beauty Works extensions, kindred fashion sense and similar content style.
Perrie burst onto the social media scene as an influencer in 2017, back when Instagram borders were still cool and discount codes were fast becoming a thing.
Her feed was dominated with snaps of her rocking trendy outfits in picturesque streets.
But despite rocketing in popularity and being awarded the title as fast fashion label In The Style’s Creative Director, she was in serious debt two years ago.
Perrie was £60,097 in the red by November 2022, Companies House documents for her business PW Ventures Ltd show.
She owed creditors £128,069 and only had current assets worth £63,426.
But within the space of the year, the mega-influencer managed to not only claw herself out of debt, but report record profit.
She ended 2023 with a whopping £153,289 in the bank.
PW Ventures Ltd had current assets of £336,446 by November last year - an eye-watering £273,020 increase from 2022.
Who is Perrie Sian?
Perrie Sian is one of the UK's biggest influencers.
The 32-year-old, who is from Bedfordshire, worked in a call centre before her social media career took off.
She created her Instagram account back in 2014 but her profile didn't start taking off until 2017.
She now boasts an incredible 1.5 million Instagram followers and over 711,000 thousand on TikTok.
Fans flock to her profiles for try-on hauls showcasing the latest high-street clothes, as well as styling tips.
Perrie followed in footsteps of Stacey Solomon, Jac Jossa and Billie Faiers by landing multiple collections with fast fashion giant In The Style.
Due to the bumper success of her edits, fashion bosses awarded her as the brand's first ever Creative Director in July 2023.
She is in a long-term relationship with Ricci Mandal and the pair got engaged in July 2023.
But how did Perrie turn things around so drastically?
A quick glance at her TikTok account will show you a sea of Primark hauls with over one million views - some as long as seven minutes.
The fashion influencer is a confessed “shopaholic” and has earned a loyal following by promoting fast fashion trends before they hit the mainstream.
If it’s going to become trendy, then Perrie was likely one of the first influencers to promote it.
Her most popular video format is “new in hauls”, with a focus on what high-street retailers are flogging for the upcoming season.
Perrie knows the style her audience is looking for and beats every other influencer to promote them.
Just last week, she promoted over £440 worth of Zara autumn clothes in an Instagram reel that totted up over 25,000 likes in just ONE day.
Earlier on in the month, she did a Primark knitwear haul and revealed it is her "favourite season" to shop in the bargain store.
With over one million British women hanging onto her every word of style advice and begging to know where her clothes are from, it’s easy to see how the brand deals came rolling in for Perrie in 2023.
As well as regularly promoting the new-in sections of Primark, Zara and H&M, she worked on Instagram advertisements for GymShark, Calzedonia and Karen Millen.
The social media star also released a number of collections with In The Style, whom she’s had a longstanding partnership with.
I am so proud to announce that I am the Creative Director of In The Style! It is a dream come true to be taking this next step in my career after two incredible years designing my fashion collections alongside the brilliant team
Perrie Sian
She first started working with the label - who’s other big name influencer buddies include Stacey Solomon and Jac Jossa - in 2021.
Back then, Perrie only had 100,000 followers on Instagram and was yet to become the go-to girl for fast fashion trends.
In July 2023, the brand’s bosses awarded her as In The Style’s first Creative Director after flogging 24 collaborations over two years.
But with such great attention inevitably comes trolls.
Perrie saw herself caught in the social media crossfire of Molly-Mae and Tommy Fury’s high-profile split.
Despite being close pals with 25-year-old Molly-Mae and the pair going on a couple's ski holiday together in April, Perrie was accused of being the girl that Tommy allegedly cheated with.
Rumours of the pro boxer’s infidelity began swirling after the Love Island couple’s split was announced on August 14.
And some trolls were quick to put a target on Perrie's back.
“Perrie is friends with Molly-Mae and is round their house often,” fans speculated on TikTok after the Hague-Fury split announcement.
“I think people found it weird she wasn't part of the crew who rushed round straight away.”
Another claimed that Perrie had been notably “quite flirty with Tommy” in Molly-Mae’s YouTube vlog from their group holiday in April.
Perrie, who has a long-term partner who she got engaged to in July last year, was quick to quash the rumours as “ridiculous”.
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“I’ve NO idea where [the rumour] came from,” the influencer penned on TikTok.
“The internet is scary.”