Olivia Attwood’s luxury fashion label, We Are Foolish, is facing potential removal from the Companies House register, a year after the television presenter stepped down from the company. Attwood, now 33, launched the online brand in November 2021 with a high-profile launch party, where she served as the face of the label and played a hands-on role in the design and promotion of the clothing.
Despite a promising start and a strong social media presence, Attwood resigned from her role as director and shareholder in January last year. The decision came as her television career gained momentum, leaving her unable to commit sufficient time to the brand. Since her departure, the company has continued operating, but recent filings with Companies House show it is now in financial distress.
We Are Foolish was issued a strike-off warning last month due to its failure to file the latest financial accounts. The most recent available statements from 2023 reveal significant debt, with the business £139,919 in arrears and owing £275,528 to creditors. In what appears to be a final push to recover losses, the brand has slashed its prices drastically—blazers that once retailed for £180 are now listed at £31.99, and a £250 bomber jacket is selling for only £37.99.
A source close to Attwood explained that she stepped away from the business more than a year ago due to her increasingly packed work schedule. When the brand first launched, it was the result of three years of development, and Attwood expressed pride in offering customers “timeless wardrobe essentials.” At the time, she emphasized her commitment to quality, stating she wouldn’t attach her name to anything unless it was “fully right.”
The fashion line garnered attention from several celebrities, including singer Fleur East, actress Katie McGlynn, and fellow Love Island alum Georgia Harrison. Attwood envisioned the brand catering to people her age and older who wanted to invest in versatile, enduring fashion.
Since moving away from the brand, Olivia Attwood has seen significant success in television and media. She currently has several ITV documentaries under her belt, including Olivia Attwood: Getting Filthy Rich, The Price of Perfection, and Bad Boyfriends. She is also a frequent panelist on Loose Women, co-hosts the podcast So Wrong It’s Right, and in March began presenting The Sunday Roast on Kiss FM alongside close friend Pete Wicks.
Reflecting on her evolving career in a recent interview with You magazine, Attwood spoke candidly about the demanding but rewarding nature of documentary filmmaking. She shared that while it may not be the most glamorous corner of television, the ability to connect with people and tell their stories has brought her a sense of purpose and privilege that extends beyond her reality TV roots.
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