Wearing a sage-coloured gown and clutching a bouquet of white roses and eucalyptus, Sophie Hinchliffe (better known as Mrs Hinch) watched the bride with shimmering admiration as she prepared to walk down the aisle. It was a picture-perfect moment: one of the eight select bridesmaids chosen by Stacey Solomon for her intimate 2022 wedding to Joe Swash — yet the gloss of that day belies a far more complex story.
Insiders now claim the star-turned-influencer friendship between Stacey and Sophie was less about mutual affection and more a carefully orchestrated brand-alignment strategy — one in which Sophie boosted her own profile, and Stacey leveraged Sophie’s cleaning-and-home-influence ahead of cutting Sophie out entirely.
The Golden Era of Influence
Stacey’s rise from former pop-starlet to lifestyle matriarch made her a magnet for collaborations, endorsements and household-brand power. Sophie, the cleaning-guru turned social-media phenomenon, was a perfect fit. With her army of home-care fans and aesthetic ‘before-and-after’ content, Sophie brought serious reach — and Stacey, by association, elevated her lifestyle brand even further.
During the peak of their friendship, Sophie was photographed at Stacey’s family home, sharing smiling Instagram Stories, collaborating on social-content and joining the inner circle of the ever-growing Solomon empire. Their synergy looked polished, personal and profitable.
Behind the Scenes: When Strategy Meets Social
According to sources close to the duo, the “friendship” began when Stacey recognised Sophie’s cleaning-influencer magic and invited her into her circle — presenting it publicly as genuine camaraderie. Because from a marketing standpoint, the alignment made sense: home-style influencer (Sophie) + family-celebrity lifestyle (Stacey) = double the reach, double the brand-opportunities.
Over several months, the pair attended events together, shared blurred glimpses of family life on Instagram, and appeared united — until things quietly shifted.
The Silent Exit
Insiders say the turning point came when Stacey’s brand direction evolved. Sophie’s cleaning-niche, once an asset, began to feel limiting. Stacey’s team reportedly pushed for more diversified partnerships — fashion, interiors, legacy-branding — and Sophie’s content was no longer a strategic fit. Stability gave way to shifting priorities, and what had once looked like sisterhood began to feel like an outdated collaboration.
Then, almost overnight, Sophie found herself removed from key posts, tagged less in Stories, and gradually erased from the curated online narrative. The bridesmaid moment — once a milestone of the friendship — became a relic of the past rather than a lasting bond.
Fan Speculation & Fallout
Social-media sleuths were quick to pick up on the change. Fans noted that some of Sophie’s images at the wedding were no longer posted by Stacey’s account. Messages of congratulations from Stacy were reportedly deleted when Sophie later announced her pregnancy — fueling chatter that the friendship was fractured rather than flourishing. Rumours swirling online suggest the fallout is rooted in commercial strategy rather than personal hurt.
Yet the commentary has been mixed:
“It’s sad, even if it’s not about me.” one fan sympathised.
“Maybe she just didn’t fit the new brand direction,” wrote another.
As for Sophie, insiders insist she did not publicly complain — instead, she continued to grow her own platform while keeping the narrative quiet.
What This Says About Influence
At its heart, this story raises questions about authenticity in the age of influencer-building. Friendships between influencers are often curated for maximum audience impact — but what happens when the mutual benefit fades? When one party shifts direction, the other can be left behind. Stacey’s shift from home-focussed content to broader lifestyle brand may have rendered Sophie expendable in the eyes of strategy.
Where They Stand Now
As things stand: Stacey has remained silent on the speculation. Sophie continues her cleaning-and-home-influence empire and appears unfazed, focusing on her own brand. Meanwhile, the story of their rise—and sudden divergence—offers an illuminating case study in how deep friendships can be entwined with brand opportunity — and how quickly the script can unwind.
More than just a media spectacle, the saga underscores the backstage reality of influencer culture: alliances built for clicks can dissolve without fanfare. The bridesmaid bouquet may still sit on a shelf, but the spotlight has already shifted.
Source: DailyMail.co.uk
