Love Island fans have accused Pretty Little Thing of using Indiyah Polack for engagement on social media before signing Gemma Owen.
It was recently revealed that the daughter of footballer Michael Owen signed a reported six-figure deal with the online fashion retailer.
She said becoming an ambassador for the brand – whose last Love Island deal was with Molly-Mae Hague – was a "dream come true".
"I wore PrettyLittleThing throughout my time on the show and now being announced as one of their newest ambassadors alongside some incredible talent including Love Island alumni is really special," Gemma said.
"The team has been amazing and I'm excited to get to work and start designing some collections for you all."
However, some fans were disappointed with the news and questioned Pretty Little Thing why they posted a poll about which contestant would be the perfect 'PLT doll'.
The votes were between 19-year-old Gemma and 23-year-old Indiyah. The latter star received significantly more votes than Gemma.
One user took to Twitter to share screenshots of the poll, in which Indiyah received over 10,000 likes and Gemma received just over 400.
"This is so nasty I’m sorry they fully used indiyah for some engagement," the user pointed out. [sic]
Another added: "The public spoke and the math ain’t mathing @OfficialPLT but go off." [sic]
"Didn’t Indiyah wear one of y’all’s shirts and it sold out immediately after. Dumb business move," one told the brand.
Another fan tweeted: "‘What’s killing me is that they did a poll and indiyah won but they still went with gemma, hopefully indiyah declined." [sic]
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Mirror have contacted Pretty Little Thing for comment.
Following the PLT news, it was reported that Indiyah is on track for a 'very lucrative' deal with Boohoo, which is linked to Pretty Little Thing.
It is said that she's a 'perfect fit' for the job which will bring a large payday for the ex-hotel worker.
Insiders claim she has won the attention from Boohoo bosses due to outfits inside the ITV2 villa, impressing senior staff with her “stylish looks”.
“Indiyah is currently in talks for a huge deal with Boohoo. They feel that she can achieve great things with the brand and is the perfect fit,” a source told MailOnline.
They added: “Everyone loved Indiyah's style during her time in the villa and she really impressed with her stylish looks. It's potentially a very lucrative offer.”
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