In January 2007 a "reality" television series called WAGs Boutique (ITV2) was launched. This featured two teams of WAGs (few of whom had been among the party in Baden Baden the previous year) who competed to run fashion boutiques over a period of three months. The separation of one of the contenders, Michaela Henderson-Thynne, from her erstwhile partner, Middlesbrough midfielder Stewart Downing, raised some issues of principle and terminology. Giles Smith in the Times enquired whether "one can still be registered as a WAG after one has separated from one's footballer?" Smith noted also that a former beauty queen and controversial Celebrity Big Brother contestant, Danielle Lloyd, whose relationship with West Ham United's Teddy Sheringham was "less than concrete", was referred to, during a guest appearance on WAGs Boutique, as "an on-off WAG". Smith wondered whether, in those moments when a woman was an "off-WAG", she was really a WAG at all. London Lite referred to Henderson-Thynne and Cassie Sumner, a WAGs Boutique participant whose supposed relationship with Michael Essien was the subject of some doubt, as "fake WAGs".
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