Snag Tights has announced their first ‘Snag Queen’, Lydia Hayter, following a social media campaign that launched on 3rd July to search for Snag’s first ever global ambassador. The size-inclusive brand started their journey to find a ‘Snag Queen’ who embodied their core brand values of inclusivity and body positivity, and the campaign was designed as a celebration of the art of drag. To enter, all candidates needed to do was to submit an image of their best selves via Instagram, alongside the hashtag #SnagQueens.
Following an incredible first round with over 800 entries, the 47 selected finalists battled it out on TikTok during the semi-final and three finalists were chosen by the judges – Amè Gosling, Lydia Hayter and Talia Darling. The live final, hosted by drag star Sum Ting Wong, Snag founder and CEO Brie Read, Josephine Dervish and special guest judge Jamie Campbell, took place on Facebook with Amè, Lydia and Talia taking part in a series of live interviews.
Following the round of live interviews, Snag opened the vote to the public, which concluded in Lydia being crowned Snag’s first ever Snag Queen. As the brand’s first ever global ambassador, Lydia will not only get a starring role in their upcoming ‘Snag Queens’ advertising campaign but will also receive a cash prize of £5,000 and a year’s supply of Snag tights.
Lydia Hayter, Global Ambassador and Snag Queen, comments: “Being crowned Snag’s new global ambassador and Snag Queen is amazing, 2020 has been a difficult year for most including me. After being diagnosed with diabetes and finding out that I was being made redundant on the same day, the Snag Queens competition gave me something to do, cheered me up and made me feel good about myself. I’m so excited that I am Snag’s new global ambassador and I can’t wait to be involved in their new advertising campaign!”
Sum Ting Wong, Drag Race UK star and Snag Queens guest judge, comments: “Lydia dazzled me, when we entered this competition, I said I wanted to be wowed and that’s what she did. Lydia has used this difficult time to enter into the Snag Queens competition to keep busy, take some amazing photos and cheer herself up, she is a deserving winner and the Snag Queen we’ve all been waiting for.”
