London, April 24 – British television personality Olivia Attwood’s former fashion label, We Are Foolish, is at risk of being struck off the UK’s Companies House register, following significant financial troubles and a failure to file its annual accounts.
The luxury online clothing brand, which launched in November 2021, received a strike-off notice last month. The most recent filings show the business had accrued £139,919 in debt and owed £275,528 to creditors as of its last financial reporting period.
Attwood, 33, who rose to fame on Love Island in 2017, resigned as a director and shareholder in January 2024, citing growing commitments in television and radio. She had been the public face of the brand, which aimed to provide “timeless wardrobe essentials,” and had modelled several of its pieces on social media.
The company’s website is currently offering discounts of up to 90%, with items such as tailored blazers reduced from £180 to £31.99 and bomber jackets slashed from £250 to £37.99.
A representative close to the matter told MailOnline that Attwood’s decision to exit the business was linked to her increasing workload, which includes several ITV programs and broadcasting roles. The television presenter currently fronts documentaries such as Olivia Attwood: Getting Filthy Rich, The Price of Perfection, and Bad Boyfriends. She also appears regularly on ITV’s Loose Women, hosts the podcast So Wrong It’s Right, and recently began co-hosting Kiss FM’s Sunday Roast with friend Pete Wicks.
Attwood previously expressed pride in the brand at launch, calling it the result of three years of development. Celebrities including singer Fleur East, actress Katie McGlynn and fellow Love Island alum Georgia Harrison were among those who supported the label.
Reflecting on her transition to documentary presenting, Attwood told You magazine earlier this month: “There’s something so humbling about meeting people that lead extraordinary lives… it feels like a huge privilege.”
