Love Island fans have been left furious after online clothing company PrettyLittleThing offered a contract to islander Gemma Owen despite fans voting for Indiyah Polack to scoop the deal.
Gemma, 19, was announced as the latest ambassador for the popular retailer on Monday (August 23) and labelled her new career venture as "a dream come true".
Despite the joyous news, the clothing giant received an onslaught of complaints as many believed they "used" Indiyah, 23, for social media engagement when they asked the public to vote on who the next "PLT doll" should be.
READ MORE: Laura Whitmore's possible replacement as Love Island host — and why she quit
Due to Indiyah winning the majority of the votes by a landslide, fans were left questioning why the brand asked the public their opinion when it appeared evident that Gemma had already secured the position behind the scenes.
Taking to Twitter, raging Love Island fans shared their thoughts, with some claiming Gemma's footballer dad Michael assisted with her victory.
One person said: "What’s killing me is that they did a poll and Indiyah won but they still went with Gemma, hopefully Indiyah declined."
Another penned: "So Gemma has been given a deal with PLT for her style. I’m sorry, but her boring office-like/conservative dress sense is nothing inspiring. Indiyah deserved this, she served this season of Love Island. This was a brand deal because of who her daddy is."
A third annoyed social media user tweeted: "You used Indiyah for engagement then turned around to give the deal to the least fashionable person."
Meanwhile a fourth added: "Gemma the multi millionaire with her own clothing brand is exactly who the public wanted, lol if I remember correctly Indiyah got the most noise . Never mind we won’t be supporting enjoy."
Sharing her thoughts on the clothing brand, Gemma, who came second place in this year's series of Love alongside Luca Bish, said: "The team has been amazing and I’m excited to get to work and start designing some collections for you all."
Gemma’s six-figure deal is the fashion brand's first Love Island signing since series five's Molly-Mae Hague, who continues to release seasonal collections with the online retailer.
Last year Molly-Mae also took on the position of the company's Creative Director.
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