From ‘chavvy’ Love Islander to WAG reinvention – how Dani Dyer transformed her reputation using tips copied from Cheryl
DANI DYER looked on top of the world last month, as she showed off her engagement to England and West Ham star Jarrod Bowen.
The daughter of everyone’s favourite EastEnders geezer Danny, who celebrates her 28th birthday today, is currently living the high life.
But Dani has had a rollercoaster few years, from her Love Island win back in 2018, to watching her son’s father Sammy Kimmence go to prison for fraud, and now navigating her glamourous new life as a WAG and mother of twin babies.
Earlier this summer, the mum-of-three beamed as she showed off the sparkler (reported to have cost £100,000) as she and her husband-to-be enjoyed a boat trip together in sunny Spain.
Dani looked effortlessly elegant in a pale pink frock, and it’s hard to believe that she was once branded a ‘chav’ by her own father.
Three years ago today, when Dani was struggling with her break-up from Sammy, Danny posted: “Happy Birthday to my day one.
“Can’t believe I’ve got a 25 year old chav….me and you against the world baby….”
In recent years, Dani has completely shaken off the ‘chav’ persona, and has become one of the most well-known of the current England WAGs.
She is constantly seen supporting Jarrod, 27 at matches and events or posing with the couple’s adorable one-year-old twins Summer and Star on her Instagram page.
Fabulous spoke to celebrity PR expert Ed Hopkins to find out the five key steps Dani has taken to reinvent herself, including the tips she has borrowed from iconic WAG Cheryl Cole.
1. Leveraging Personal Challenges and Resilience
Ed revealed that Dani’s ability to navigate personal challenges, such as the scandal involving Sammy, has greatly played a crucial role in her reinvention.
Sammy, who shares son Santiago, three, with Dani, was jailed in 2022, for swindling pensioners out of thousands of pounds.
Dani was left as a single mother, caring for her son alone, but kept her head high, and quickly got back on her feet.
Ed said: “By openly discussing her struggles and triumphs, she has built a strong, relatable persona.
“Her transparency about her personal life, including solo parenting and dealing with public scrutiny, has garnered significant public support and empathy.”
And Dani has no doubt taken inspiration from WAG icon Cheryl Cole, who also turned her reputation around after previously branding herself “Queen of chavs.”
In 2003, Cheryl was arrested for punching a club toilet attendant, and was fined £3,000 over the incident.
However, she held her head high, moved on from the incident and became one of the most legendary WAGs of all time, constantly showing support for Ashley Cole during their four year marriage, from 2006-2010.
2.Embracing Motherhood Publicly
Ed revealed that Dani’s openness in discussing the challenges of motherhood, has helped to transform her reputation.
The mum-of-three has often shared candid insights into her journey as a mother, including her struggles to get her youngsters to sleep.
Ed said: “This openness has made her more relatable to a broader audience, particularly young mothers. She balances her public image by sharing both the joys and hardships of parenting, creating a more nuanced and authentic brand.
3.Strategic Public Appearances and Engagement
Dani is often seen supporting West Ham winger Jarrod, including during England’s devastating loss to Spain in the 2024 Euros.
Her unwavering support for her partner, has cemented her as one of the most well-known WAGS of this generation, according to Ed.
Meet England's Euro 2024 Wags
England Wags range from childhood sweethearts to recently blossoming love stories.
Katie Goodland (Harry Kane’s wife)
The fitness instructor has been married to the England captain since 2019 and joined him in Germany with their four children after he joined Bayern Munich.
Laura Celia Valk (Jude Bellingham’s girlfriend)
The stunning Dutch model, 25, has more than half a million Instagram followers and is said to be absolutely smitten with the Real Madrid star.
Rebecca Cooke (Phil Foden’s girlfriend)
Foden’s childhood sweetheart and the mother of his two kids tends to keep out of the spotlight, but is a regular at England games.
Dani Dyer (Jarrod Bowen’s girlfriend)
England’s most famous Wag, former Love Island winner and daughter of Eastenders’ Danny Dyer.
Iris Law (Trent Alexander-Arnold’s girlfriend)
Dani Dyer isn’t the only actor’s daughter dating an England star. Iris’ dad is Hollywood legend Jude Law.
Megan Davison (Jordan Pickford’s wife)
Megan has been with Pickford since he was 14 years old. The couple married in 2022 and have one son.
Olivia Naylor (John Stones’ girlfriend)
The 33-year-old former beautician has stepped back from her role after giving birth to a baby son.
Read more about the Wags supporting England at Euro 2024 here
He said: “Her active support for Jarrod, including attending football matches and engaging with fans, mirrors the strategies used by high-profile WAGs like Cheryl Cole and Victoria Beckham, who also stood by their partners publicly and built their own identities alongside them.”
4.Positive Media Engagement
Ed revealed that Dani has been able to stay relevant over the years due to her candid use of social media.
He said: “Dani has consistently used media platforms to share her narrative, from interviews to social media updates.
“She has managed to stay relevant by engaging with her followers through candid posts and professional collaborations.
“This approach is reminiscent of how Victoria Beckham transitioned from pop stardom to a respected fashion designer, using media to reframe her public image.”
5.Creating a Supportive Community
Dani has also had a strong support network of family and friends, and has a very close relationship with her father, who she has appeared on a number of TV shows alongside.
Ed revealed that this support network has helped Dani to have strength in her journey of reinvention.
He said: “This strong support system has helped her manage the pressures of public life and motherhood, much like Cheryl Cole, who also highlighted the importance of family support during her early days as a WAG.”
Ed added: “By combining these strategies, Dani Dyer has successfully reinvented herself, drawing on lessons from past WAGs while carving out her own unique path.
“This blend of resilience, openness, strategic public engagement, and strong support networks has allowed her to emerge from personal scandals and media scrutiny stronger and more relatable than ever.”
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