The lavish December wedding of influencer Holly Ramsay and Olympic champion Adam Peaty was not just a union of two high-profile figures, but a significant commercial enterprise. While the ceremony at Bath Abbey on 27 December 2025 was attended by celebrities, it was notably missing the groom's family, who had been disinvited following a bitter fallout.
The High-Value Brand Collaborations
In the months leading up to the wedding, Holly Ramsay, the 25-year-old daughter of Gordon Ramsay, leveraged the event for a series of lucrative brand partnerships. Her Instagram feed became a showcase for collaborations with premium labels, effectively monetising one of the year's most anticipated celebrity weddings.
In September, she unveiled a bridal collection with Victoria's Secret, featuring items like a £65 satin pyjama set, a £50 lace bra, and a £59 satin dressing gown adorned with 'Bride' in diamantes. This was followed by a partnership with luxury makeup brand Charlotte Tilbury in December, where she promoted a £320 'Pillow Talk Dreams Come True' gift set and gifted bridesmaids with personalised pots of the brand's £54 'Magic Cream'.
Furthermore, a collaboration with Emporio Armani's EA7 sportswear line saw Holly modelling items on a padel court, with the featured outfit valued at approximately £400. She also secured a deal with Vogue for an exclusive first-look at her wedding dress, the fee for which remains undisclosed.
The Influencer Pricing Behind a Wedding 'Storyline'
According to Nisrin Mazlumovic, Director of Campaign Operations at The Influencer Marketing Factory, tying partnerships to a major life event like a wedding changes the pricing dynamic. "Brands aren't just paying for reach; they're buying into a storyline," she explained. Content integrated into a culturally relevant moment carries added value due to deeper audience resonance.
For an influencer with Holly's following—457,000 on Instagram and 312,000 on TikTok—standard fees per post can range from £5,000 to £15,000. However, the context of a wedding can substantially increase this figure. Holly also hinted at a collaboration with luxury stationery brand Smythson for her wedding invites, though this post was not explicitly marked as an advertisement.
A Stark Contrast: The Family Feud and Financial Divide
The commercial success of the wedding stands in stark contrast to the painful family drama unfolding behind the scenes. Adam Peaty's family, including his mother Caroline, were not present after being disinvited. Relatives had already expressed anxiety about the cost of attending the ceremony and reception at the exclusive Kin House estate, where weekend weddings start from £32,750.
One family member told the Daily Mail, "I'm on Universal Credit - I can't afford that." They added that Adam, 32, "has been changed by money, fame and fortune" and seemed to be distancing himself from his working-class roots. Caroline Peaty, who made significant sacrifices to fund her son's early swimming career, was reportedly devastated.
In a statement in December, Adam Peaty cited an "ongoing police investigation into serious matters" as the reason he, Holly, and his sister Bethany could not fully explain the situation. He expressed distress over the public fallout, which he said was "encouraged by members of my family."
Adam Peaty's New Direction
In the wake of the wedding, Adam Peaty has signed with his wife's influencer management agency, Hypesight. The agency's description of him references the wedding and states he is stepping into a "new era" where sport meets lifestyle, while emphasising that family remains "central to his narrative." This claim rings hollow to his excluded relatives, who watched the opulent, brand-sponsored celebrations from afar.
The episode highlights the complex intersection of celebrity, commerce, and family, revealing how a deeply personal occasion can become a highly profitable platform, sometimes at a profound personal cost.
