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Maura Higgins' bid for US stardom took a backseat as she hit the gym on Monday - while Love Island nemesis Olivia Attwood finds herself embroiled in a marriage fakery row.
The TV personality, 35, showed off her toned physique in a cropped vest and leggings following an early morning workout, shortly after after earning a new legion of American fans on the US version of The Traitors.
The post, a paid sponsorship for sportswear giant Alo, curiously mirrored similar content shared by TV rival Attwood, 34, on behalf of the same brand.
Their pair's rift first surfaced in 2024 during Higgins' stint in the I'm A Celeb jungle, where she claimed to have scrubbed a toilet with an ex-boyfriend's toothbrush for revenge, a story she had previously linked to her breakup with Curtis Pritchard.
Sources later claimed the Irish star was trying to follow a 'similar script' to boost her appeal by mirroring Attwood's career path.
The tension between the two further escalated when they were both signed to the same PR agency, Dundas Communications, famed for looking after clients such as Billie Piper, Emma Willis, Dermot O’Leary, and the dynamic became awkward as they were lined up for similar jobs, prompting Olivia, who had worked with the agency first, to move on.
Maura Higgins' bid for US stardom took a backseat as she hit the gym on Monday - while Love Island nemesis Olivia Attwood finds herself embroiled in a marriage fakery row
In a surprising turn, ten months after Attwood joined a new public relations agency, Align, which specialises in growing careers in America, Higgins followed suit by signing with the same company.
Her subsequent state-side popularity has prompted otherwise unlikely appearances at a string of high profile red carpet events - notably Sir Elton John's annual Academy Awards viewing party in Hollywood.
Higgins, whose career began on ITV2 show Love Island in 2019, is now thought to be in talks for an appearance on cult US show The Bachelorette, and a yet to be disclosed TV project with Disney.
Meanwhile, old foe Attwood's burgeoning ITV career has suffered a significant blow amid claims she was never legally married to footballer Bradley Dack, from whom she recently separated.
Attwood, whose wedding was the focus of a 12-episode series for ITV, left the UK to work on a new TV show over the weekend.
In an Instagram post written from Heathrow, the reality TV star joked that she wanted a 'one way ticket to Timbuktu'.
Her rise from contestant on Love Island to one of ITV's most bankable stars is now under intense scrutiny after bosses were reportedly 'blindsided' by claims her on-screen wedding was not legally binding.
Sources told the Daily Mail that executives are furious at the revelations, which were first featured in The Mail on Sunday, and have refused to confirm her long-term future at the corporation.
One insider said she is being allowed to continue as presenter for her current show 'for now'.
ITV bosses were reportedly 'stunned' to learn of the sham at the weekend and further angered that Attwood had not disclosed it to them.
The network is also bracing for potential complaints to TV regulator Ofcom, from viewers who may have felt misled by Olivia Marries Her Match, its lavish series built around her 'wedding' to footballer Bradley Dack, 32.
Known for her straight-talking approach, Attwood was introduced to viewers on ITV's hit dating show Love Island in 2017, in which she came third.
She has since carved out a lucrative career, largely with ITV, fronting reality shows and documentaries.
Attwood also had a stint presenting This Morning last summer and has appeared regularly on Loose Women. But her carefully constructed image is now under question.
According to sources, the broadcaster learned the 2023 marriage was not legal through The Mail on Sunday's article.
Olivia Attwood's burgThe post, a paid sponsorship for sportswear giant Alo, curiously mirrored similar content shared by TV rival Attwood on behalf of the same brand
Sources claim the Irish star has attempted to follow a 'similar script' to boost her appeal by mirroring Attwood's career path
Attwood previously took to Instagram to voice her frustration over an unnamed star allegedly trying to 'hire all the same people'
Attwood, whose wedding was the focus of a 12-episode series for ITV, left the UK to work on a new TV show over the weekend (pictured with Bradley Dack)
Attwood's televised wedding series, produced by Lifted Entertainment, was pitched in 2023 as an 'access-all-areas pass' to the couple's big day.
Viewers were promised behind-the-scenes access to dress fittings, wine tastings, hen and stag parties, and the ultimate 'I do' moment – over 12 episodes of Olivia Marries Her Match, preceded by eight episodes of the series Olivia Meets Her Match.
ITV invested heavily in the glossy series, while media outlets spent thousands securing exclusive coverage and images, all centred on a nuptial event that never legally took place.
The fallout is already stirring questions behind the scenes.
Insiders say executives are scrambling to understand what Attwood told them and whether the situation could have financial or reputational consequences for the broadcaster.
Her standing as one of ITV's rising stars – she has even been tipped as a successor to Holly Willoughby – may now be in doubt, with her future on flagship projects hanging in the balance.
Despite the controversy, Attwood appears unfazed publicly.
She is continuing her professional commitments, including filming her new ITV documentary, The Price Of Perfection, which explores the world of cosmetic procedures.
The Mail learned that she jetted off to South Korea on Saturday.
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