OLIVIA Atwood has taken a swipe at Maura Higgins in a series of cryptic posts, claiming her fellow islander is following in her footsteps.
The pair have a lot of similarities, from being grid girls to heading onto the ITV2‘s Love Island and becoming presenters in their own right.
The online rant, posted to Olivia’s two million followers, said: “One day I’m going to write a book and some of the stuff I have managed to keep [zipped mouth emoji] on over the years.
“It will blow your f***ing mind.
“You can try to hire all the same people, regurgitate my stories as your own, study the playbook, follow the recipe blah blah blah, but it will NEVER taste the same. That’s all.”
Fans have speculated she was referring to Maura thanks to their similar pasts and the fact that the Irish beauty has just signed to the same management as Olivia.
They’re both former grid girls who then went on Love Island to get back at their cheating boyfriends – although Olivia has since married Bradley Dack after reconciling.
But brand and culture expert Nick Ede says both girls are just “playing the game” like hundreds of women who have become famous before them.
And it’s their similar backgrounds that is bound to stir up some feelings of jealousy.
In an exclusive chat, Nick said: “There is no surprise that coming from a similar background and the same show is going to cause jealousy when someone starts doing a bit better than someone else.
“Olivia and Maura are both outspoken, slightly controversial characters with big personalities who have broken out of the Love Island mould.
“And at the moment, Maura is kind of eclipsing Olivia.
“She’s ticking all the right boxes to become one of the most popular and interesting people in the UK.”
Maura has already outlasted Olivia’s 48 hour stint in the jungle, which saw the outspoken blonde removed over fears for her health.
Despite barely being in the Jungle, Olivia managed to melt viewers’ hearts by forming an unlikely friendship with radio DJ Chris Moyles – even though she failed to recognise him at first.
And she had the viewers howling with laughter at her reaction to being told he had to do a skydive.
“It’s a once in a lifetime opportunity,” Olivia later joked. “I just need to get back on safe ground in one piece – both boobs, all the veneers, everything.”
Maura has done the same – striking up an unlikely friendship with Reverend Richard Cole.
In an exclusive chat, Nick said: “Maura is not explicitly copying Olivia but she is following a similar formula.
Even my personal trainer was asking if I’d seen Maura’s shower, so it’s had exactly the effect she wanted
Nick Ede
“It’s all about playing the game, looking fabulous, being a team player, not giving up and showing that you’re not just a beautiful person on the outside, you’re a really great person on the inside.”
Both women have given their all when undertaking a bush tucker trial – showing just how far they are willing to go for their teammates.
In fact, Maura is doing so well with her time in the jungle that Nick reckons she has a good shot of making it into the final three.
“She’s shown that she’s a team player and up for doing the challenges to the best of her ability,” he said.
“Maura has struck up unlikely relationships, which helps make her popular with people who didn’t necessarily know her.
“And she’s been a busy bee, speaking to everyone rather than just sticking with the same people.
“This show is a massive platform and the longer you’re in, the more people get to know you.
“So Maura staying in longer will be a help. That said, Olivia wasn’t really damaged by leaving the show early for medical reasons.”
While Olivia never got a chance to take on the sexy shower scene, a tradition started by Myleene Klass back in 2006, Maura did her version this week.
And that iconic moment saw fans go wild for her – which will help boost her star power.
Nick said: “Even my personal trainer was asking if I’d seen Maura’s shower so it’s had exactly the effect she wanted.
“She knows just how much of an iconic shot it is and what it does to get people talking.
“And she’s absolutely nailed it.”
If Maura keeps hitting entertaining the public, she is set to bank millions as a result.
Insiders have told The Sun Maura has deals worth £1.2million waiting for her as soon as she leaves the jungle – and that’s just the beginning.
Previous years have seen the likes of Jill Scott, Katie Price and Vicky Pattison catapulted to new heights of fame.
Nick said: “Maura will easily out earn Olivia if things keep going in the way they are.
“She will secure millions in brand deals from fashion companies and makeup, plus that will get topped off with more presenting work.
“I’m A Celeb is a great way to raise profiles and boost earnings.”
Prior to going into I’m A Celeb, Maura was already following in Olivia’s footsteps with presenting gigs and huge brand deals.
Both women have worked with Ego, Boohoo, and Ann Summers, as well as going on to present TV shows.
But Olivia is still the queen of British reality TV and already a household name in the UK thanks to her Bad Boyfriends series, multiple documentaries and time on Loose Women.
“Olivia has done well to keep herself relevant and make sure people are interested,” Nick said.
“Maura knows that by moving into presenting and doing similar things to Olivia, it will give her longevity, which is vital.”
But Maura already has a pretty impressive profile across the Atlantic, thanks to presenting Love Island Aftersun USA – which rival Olivia lacks.
Posting that story was a fantastic way for Olivia to make herself relevant, while reminding people that she came first at the same time
Nick Ede
“Maura is already known in the US and that is a massive audience for her to tap into,” Nick explained.
“It’s something that Olivia doesn’t have, as she’s not hugely well known over there.
“Maura has the potential to become an international star in a way that Olivia doesn’t and that’s bound to be a sore spot.”
In a reversal of roles, Olivia is appearing to imitate Maura as she is currently in talks to present Love Island UK, taking over from Maya Jama.
It would be yet another string to her bow, and a way to show she can do things just as well as Maura.
But Maura has one key advantage over Olivia – not being married.
It means the Irish firebrand can keep fans interested in her ‘will she, won’t she’ romances.
“She’s been clever at using her romances to elevate her,” Nick said.
“At the moment people are intrigued to see what is happening with her and Pete Wicks thanks to the rumoured love triangle with his dance partner, Jowita Przystal.
“Because she and Pete have been linked. It’s a great way to keep people interested in what she’s doing.”
Olivia cashed in on her wedding to footballer Bradley by turning the lead up and ceremony in a TV show – Olivia Meets her Match.
Both women are aware of the draw their personal lives have to the public, thanks to their starting point in Love Island.
Nick claims there is another reason for Olivia igniting a feud with Maura – publicity.
“Creating a little bit of controversy is a great way to keep yourself relevant, and she knows that,” Nick said.
“Look at the likes of Elton John and Madonna – that kind of love-hate relationship is a good way to keep people interested in you.
“Posting that story was a fantastic way for Olivia to make herself relevant, while reminding people that she came first at the same time.
“Creating a bit of drama is a textbook PR move.”
And it may be more than just reminding everyone that Olivia has done all the same things as Maura.
“This is good for both of them and I wouldn’t be surprised if we see photos of them together reconciling and things like that,” he said.
“There are loads of ways this ‘feud’ can be spun. You never know, there could be an Olivia and Maura show coming to our TVs very soon.
“They’ve both go huge fans bases. It’s a move that can manipulate the public and both boost of their profiles.
“ITV know that Maura has a huge appeal with both men and women, and Olivia boasts a huge following. It’s a win win.”
