Confusion erupted online after the Department for Education (DfE) partnered with reality TV personality Gemma Collins for a video that quickly sent the internet into a frenzy. In the clip, the former TOWIE star demands: 'What are we doing to help the children?'
The Video Collaboration
The 18-second video, posted on Tuesday across the DfE's social media channels, was filmed after Collins, 45, met Education Secretary Bridget Phillipson to discuss education reforms. It shows Collins dressed in a provocative take on a school uniform, featuring a tight-fitted corset over a lacy top, complete with a tie and a leopard print umbrella.
The clip begins with Collins spinning around and flicking her platinum blonde hair outside the DfE building in Westminster, London. She then saunters inside to music from the film The Devil Wears Prada and later flashes a peace sign at the camera as she exits the building's lift.
Inside, seemingly distressed 'colleagues' surround her as she walks between rows of computers, hands on hips, and demands: 'Right. What are we doing to help the children?' The camera then pans to Phillipson, dressed in a blue dress, who opens her office door and replies: 'Come in, let's have a chat.'
Social Media Reaction
The video, which taps into a viral trend from The Devil Wears Prada, is captioned: 'Gemma Collins is in the building and she's got questions. Coming soon [camera emoji]. @bphillipsonMP.' It quickly drew criticism online. One user wrote: 'Which Gen Z f***wit convinced you this was a good idea? To be fair, it's a great way of highlighting how this Labour government has zero credibility.' Another commented: 'What in God's name is this? Drivel. Absolute drivel. And WE paid for it. The entire department should be abolished for this alone.' A third added: 'I love the GC, but I really feel there's so many other people, with much more experience in education that you could've spoken to.'
However, Collins' fans defended her, with one saying: 'About time we see Gemma back on our screens lol BIG UP THE ESSEX QUEEN.' Former health secretary Wes Streeting also shared the video, writing: 'When the GC met BP [fire emoji].'
Government's Social Media Strategy
The video is part of a broader government push on social media, with the DfE spending £350,000 on influencers between 2024 and 2025, according to The Guardian—the largest amount spent by any government branch. This follows Prime Minister Keir Starmer hosting a reception for online content creators last summer, celebrating 'content creators shaping Britain'.
A DfE spokesperson clarified that Collins was not paid for the video. The media personality, who left school with minimal qualifications, spoke with Phillipson about 'how to ensure children like her aren't left behind', including discussions on the newly announced V Levels.
Ongoing Collaboration
The DfE confirmed that the collaboration will continue, with Collins also posting content produced, filmed, and edited by her team on her own channels. Collins, often known as 'The GC', rose to fame in 2011 on TOWIE and has since appeared on shows like Celebrity Big Brother and I'm a Celebrity... Get Me Out of Here. She was recently involved in controversy during the All Stars series of I'm a Celeb, which featured bullying rows and spats among cast members.
