Molly-Mae Hague 'mum-shamed' after promoting $3000 pushchair on her Instagram amid cost of living crisis

Photos of Molly-Mae Hague with the pram
The sponsored post has prompted some to accuse Hague of being tone-deaf amid the cost of living crisis. Photo credit: @mollymae / Instagram

Popular influencer and new mum Molly-Mae Hague has come under fire for promoting a flash pram worth a cool NZ$3000 as many of her followers battle the ongoing cost of living crisis. 

Hague, a British influencer who rose to fame on the fifth season of Love Island UK, shares her four-month-old daughter Bambi with partner Tommy Fury, who she met on the reality television show in 2019. 

On Thursday, the 23-year-old shared a snap with her 7.5 million followers on Instagram that showed the stylishly dressed mum posing with an iCandy pushchair, which retails for thousands of dollars. 

"Sunny walks with my little bestie," Hague captioned the snap. "Pram is @icandyworlduk one of my favourite baby items I own… we use this pram everyday and just adore it."

The photo was a paid-for advertorial for the luxe baby brand, with Hague adding "#ad" to disclaim the snap was sponsored. 

The stylish cream pushchair features an adjustable hood and pale metallic gold accents on the bars and wheels. Named the Peach 7 Pushchair and Carrycot, Hague picked the blonde and biscotti colourway which, on sale, is priced at £1199 (NZ$2436), with a full price of £1493 (NZ$3034).

Posing for the pics in a park near the couple's home in Cheshire, Hague wore a classic Chanel leather handbag - that retails for around $10,000 - Isabel Marant cap and black jumper and leggings. 

But the advertisement for the pricey pram, paired with her designer duds, rubbed a number of her followers the wrong way - with several calling out Hague for promoting luxury items that are unattainable for many amid the UK's cost of living crisis. 

"Nice to see the cost of living crisis isn't affecting you," one person commented sarcastically, with a second adding: "Most of us could never afford that pram!"

"Remember mums, this is a celeb, a polished picture of 'motherhood' and it's okay to not look like she does - it's not real life," a third wrote, with a fourth agreeing: "It's also ok if you feel like you aren't doing as well as some these influencers online, it's all for show & to make us peasants feel like crap."

"There is more to motherhood than brands," another snarked, while one person accused the young mum of using Bambi as "as a fashion accessory".

Others rushed to Hague's defence and piled on the praise for her stylish look, with many hailing her as a "cool mum".

"Bambi's mum has got it going on," one joked, with a second adding: "Mom goals."

"The cutest mumma," another applauded, with a fourth agreeing: "She's not just any mum, she's a cool mum!"

It's not the first time Hague has faced backlash since giving birth in January. The young mum also came under fire after candidly opening up about her breastfeeding journey, with some accusing her of spreading misinformation. She was also recently mum-shamed for taking Bambi overseas to the UAE for a family holiday.