DECADES on from when ‘Ladette’ culture dominated the 1990s, the trend appears to be making a comeback – with popular TV stars at the forefront.
Olivia Attwood and Helen Flanagan are leading the charge as they rally against a polished media profile in favour of authenticity… just like original ladettes Sara Cox, Zoe Ball and Denise Van Outen.
From Olivia’s raucous holiday with Pete Wicks instead of her husband, to Helen starring in steamy dating shows with three kids at home, the girls are proving they won’t apologise for doing what they want – despite facing backlash over their part in the era’s resurgence.
It follows a spell of female stars in the spotlight – like Holly Willoughby – who took on the “good girl” image – with any suggestion of naughtiness carefully constructed for dramatic effect.
PR and Entertainment expert Lynn Carratt said: “The ladette era was famous in the late 90s, early 00s as an era in which women ruled supreme.
“And now it appears the boozy and unfiltered 90s trend is enjoying a second wave.
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“TV stars Olivia Attwood and Helen Flanagan appear to be leading the revival with the same throwback energy – loud, emotional, unpredictable, and unapologetically visible – like Sara Cox and Zoe Ball, back in the day.”
While Holly Willoughby was famous for juggling being the nation’s sweetheart on This Morning, alongside her role as a doting wife and mother of three, younger female celebrities don’t feel the need to pretend they have it all figured out.
The 45-year-old would feign shock and giggle behind her hand at any filthy humour on her ITV2 show Celebrity Juice, which aired after 9pm, but her hangovers after the National Television Awards became a well known skit.
In 2016, dressed in her ballgown from the night before, Holly hosted This Morning alongside Phillip Schofield in a tux, telling viewers: “I haven’t been home yet. I came straight here.”
It became a running joke every year about Holly’s “wild” night out – but those behind the scenes suggest it was all carefully curated.
Then, along came former Love Island star Olivia who has become ITV‘s newest darling – presenting a host of shows including Bad Boyfriends and Getting Filthy Rich.
The 34-year-old has recently separated from her husband of three years, footballer Bradley Dack.
She says the split has made her feel “incredibly passionate” about being self-sufficient.
“Navigating what I’ve been going through, the fact I have my own place and car, I can’t even imagine not being able to look after myself,” she says.
Last summer, she ended up in the doghouse with her then-husband Brad when she was pictured cuddled up to close pal Pete on a yacht in Ibiza.
The pair have since struck up a secret romance following her marriage split in January. Pals insist “there was no overlap”.
Soon after her wild week with pals in Ibiza where she was spotted dancing on a boat in a thong bikini, downing shots and posting hungover pics, Olivia was back on This Morning presenting.
Lynn added: “You have to hand it to Olivia Attwood, she has managed to do what few reality stars achieve to do and turn notoriety into a high-profile media career.
“She is a permanent fixture on ITV with presenting roles and prime-time appearances, she has built a success podcast brand, as well as appearing on Kiss.
“She one of reality TV’s most in-demand personalities and has developed a polished media profile. But sitting alongside that something far more chaotic behind the scenes: headline-making holidays, relationship drama and brutally honest social media posts that regularly ignite debate and she likes to party.
“One minute she’s fronting glossy TV projects, the next she’s dominating tabloid headlines with candid revelations about love, life and everything in between.
“It seems like controlled chaos, but it’s working for her.”
Meanwhile mum of three Helen has recently come under fire for being on Celebs Go Dating and Celebrity Ex on the Beach.
She has been outspoken about the criticism she’s faced for taking part, particularly as a mother.
‘I find it empowering,” Helen said previously.
“There have been comments on social media suggesting I shouldn’t be doing a show like that as a mum of three, but no one would say that about a dad.
“Women should be allowed to have fun and enjoy themselves too.”
Lynn added: “Helen has stepped firmly back into the reality TV spotlight and is currently appearing on Celebrity Ex on the Beach, enjoying herself in a villa under 24/7 filming, sun-soaked conditions and constant emotional scrutiny.
“The former soap star and mum of three was filmed constantly in bikinis, drinking, flirting and kissing on screen, embracing a level of unfiltered reality television that feels ripped straight from the early 2000s.
“Helen’s comments strike at the heart of the debate surrounding modern ladette culture: who gets to be seen as ‘wild’, and who gets judged for it.”
So why now is there a resurgence of the 90s ladette era?
Lynn continues: “In an era of heavily curated Instagram perfection and tightly managed celebrity branding, audiences are increasingly drawn to the opposite – unpredictability, imperfection and personalities who don’t play it safe.
“Olivia Attwood and Helen Flanagan sit at the centre of this shift.
“One balancing mainstream ITV success with headline-grabbing personal drama, the other embracing high-emotion reality television where nothing is off-limits.
“And right now, they are doing anything but staying quiet.”