The 6 alter-egos Cheryl has reinvented herself with – from ‘queen of chavs’ to Miss America and the private parent
CHERYL burst onto the music scene as one fifth of Girls Aloud over two decades ago – and has captivated the nation ever since.
And the mum-of-one, who is currently embarking on a 14-date tour across the country to mark the band’s 21st anniversary, has undergone several image and name re-brands during that time.
The former X Factor judge, 40, who shares son Bear with One Direction star Liam Payne, 30, grew up on a council estate in Newcastle and was just 19 years old when she appeared on ITV reality show, Popstars: The Rivals.
However, just like her rocky marriages to Ashley Cole and Jean-Bernard Fernandez-Versini, Cheryl‘s career has had its fair share of ups and down – including a flop music comeback and failed attempt to crack Hollywood.
But, after removing herself from the limelight when she became a mum, Cheryl, once dubbed the ‘queen of the chavs,’ has managed to reinvent herself once again – even garnering huge praise for her role as an actor on the West End.
Victoria Beckham transformed her Spice Girl image into that of a fashion mogul and sophisticated brand…Cheryl’s own shift hints at a similar trajectory
Brenda Gabriel
Speaking exclusively to Fabulous Digital, brand expert Brenda Gabriel has spoken of Cheryl’s six alter-egos and how she’s gained herself the reputation as the ‘comeback queen.’
“Cheryl’s career trajectory offers a masterclass in branding, reinvention and the power of publicity,” Brenda explains.
“She’s a great example of how to remain relevant and reinvent oneself in the public eye.
“Each phase of her life not only highlights a shift in her personal and professional identity but also underscores her savvy understanding of branding and the media.”
‘Queen of Chavs’
The PR guru explains that like all the best stories of celebrity rise to superstardom and beyond, Cheryl’s has been a journey of “continuous reinvention, each marked by its own distinct era.”
She begins by noting Cheryl’s humble beginnings, where the Girls Aloud star was one of five children to mum Joan, and grew up in the council estates of Walker, Newcastle-Upon-Tune.
“Cheryl once said in an interview she was proud to be ’Queen of Chavs,” Brenda says.
“This quote pretty much sums up her early days marked by her raw talent and ambition.
“Growing up in Newcastle, she stood out with her unmistakable charisma, drive but also her unpolished stunning looks.
“Her working-class background shaped her gritty, relatable persona, endearing her to millions as she launched into stardom after appearing on Popstars: The Rivals.”
Cheryl, who got her first taste of stardom when she featured in an advert for British Gas aged 7, was branded ‘Queen of the Chavs’ thanks to her love of caps, tracksuits and hoop earrings.
Each phase of her life not only highlights a shift in her personal and professional identity but also underscores her savvy understanding of branding and the media
Brenda Gabriel
But while the term would upset many, the Fight For This Love singer took it as a compliment, telling The Observer in 2012: “I’m a chav, aren’t I? Queen of them now? I love it.
“What’s that about — being derogatory about someone who’s done well from nothing? That’s hilarious. I love that. I hope I really wind them up.
“Again, it’s a big compliment — to want to drag you down, they obviously feel that you’re above them.”
Speaking of her differing life experiences, the 40-year-old added: “I’ve dined with Prince Charles, but I’ve also sat in a crack den.”
Miss Popstar
It was in 2002, aged 19, that a baby-faced Cheryl got her big break when she beat thousands of other contestants to form part of a girl group on ITV reality show, Popstars: The Rivals.
Following a gruelling process, which was judged by Pete Waterman, Louis Walsh and Spice Girls member Geri Halliwell, Cheryl bagged herself a place alongside Nadine Coyle, Sarah Harding, Nicola Roberts and Kimberly Walsh to become one fifth of Girls Aloud.
During the height of their fame, they racked up a whopping 21 top ten hits, including their first Sound Of the Underground.
However, that same year, Cheryl made headlines when she was charged with assault following the infamous assault in a nightclub toilet.
After a court case, she was found guilty of punching a toilet attendant, but cleared of a racism charge.
She was ordered to carry out 120 hours community service, and to pay £500 to the victim, as well as an additional £3,000 of prosecution costs.
By prioritising her personal life and stepping back from the public eye, Cheryl re-emerged with a renewed persona that resonated with a broader demographic
Brenda Gabriel
“After the incident, her public image required careful management to recover,” Brenda explains.
“Her response and the subsequent PR strategies contributed significantly to her reinvention and continued success in the public eye.
“Cheryl and her team managed to reinvent her image post-incident with strategic PR including: a public apology, continuing to focus on her professional achievements and charitable work.”
She continues: “By implementing these strategies, Cheryl was able to move past the incident and not only continue her career but also expand it into new areas, including television and fashion.
“A classic example of how to recover from a publicity crisis.”
Girls Aloud went on to release five albums, which ended with Out of Control in 2008, before announcing they’d be taking a break from the band.
They performed together once more for a tour which commemorated their ten year anniversary in late 2012 and officially announced their split in 2013.
WAG-tastic
Cheryl started dating former England footballer Ashley Cole in late 2004, and less than a year later, he got down on one knee in Dubai.
They tied the knot in a lavish ceremony at Wrotham Park in July 2006, with Cheryl having “Mrs C” tattooed onto her neck to commemorate the marriage.
With the popstar officially becoming a “wag,” many considered the pair to be the next Posh and Becks, with the golden couple even being snapped up to appear in adverts for the National Lottery.
However, their marriage officially came to an end on September 3, 2010, following allegations that Ashley had cheated and they divorced in 2010 after six years together.
But it wasn’t a period of all doom and gloom for Cheryl, who, while married to Ashley, managed to launch a successful solo career that saw her break free from Girls Aloud.
“Cheryl’s WAG years and her marriage to footballer Ashley Cole put her in the relentless glare of the public eye,” PR expert Brenda explains.
“Despite personal trials, including a highly publicised divorce, she continued to soar professionally…
“With five of her singles reaching number one on the UK charts Cheryl became known as one of the most successful British female solo artists of the time.”
I’m a chav, aren’t I? Queen of them now? I love it. What’s that about — being derogatory about someone who’s done well from nothing? That’s hilarious. I love that. I hope I really wind them up
Cheryl
By 2008 Cheryl had become a household name and featured alongside Will.I.Am on his single, Heartbreaker.
Riding on the wave of success, she then went on to release her own album, Three Little Words, in 2009, which quickly went platinum thanks to hits such as Fight for This Love and Parachute.
And it seemed there was no stopping Cheryl, who released follow up album Messy Little Raindrops the following year, which again went platinum.
While her third album, A Million Lights, followed in 2012, and saw her collaborate with DJ Calvin Harris on her hit single, Call My Name, her fourth and final album ‘Only Human’ came two years later and saw chart success with single Crazy, Stupid, Love with Tinie Tempah.
Miss America
In 2008-2010, Cheryl took a seat on the judges’ panel of The X Factor UK – where she was to later meet the future father of her baby – One Direction‘s Liam Payne, who auditioned in 2009, aged just 14.
According to Brenda, becoming a judge on X Factor significantly elevated her public profile following the “nightclub” incident.
“During this era Cheryl’s image and styling became even more stylish and sophisticated helping her firmly bury the ghost of her chavtastic past,” she says.
But despite becoming the nation’s sweetheart and returning to the show for two further series in 2014 and 2015, Cheryl didn’t have the same success across the pond.
While she flew to the US to join the judging panel which included L.A. Reid, Paula Abdul and Simon Cowell, she was quickly given the boot, with sources at the time saying that American audiences couldn’t understand her accent.
However, in 2014, three years later, music mogul Simon told The Radio Times: “When I saw her I didn’t recognise her. Literally. The hair and outfit were crazy. Just totally crazy.
“I asked her manager, ‘What’s she wearing, what’s happened to her hair?’
“He was defensive about it. I haven’t a clue why she turned up like that.
“She’d put on a bit of weight, but not loads. That wasn’t the issue.
“The only way I can describe it is that it wasn’t Cheryl sitting in that seat. She’d lost her confidence.”
PR expert Brenda comments: “Cheryl’s attempt to crack America might not have gone as planned – her single ‘The Flood’ from her second album, peaked at number 18 – it showcased her fearless ambition and willingness to step outside her comfort zone.
“This phase proved that even when things don’t go to plan, Cheryl was not one to be underestimated.”
Private parent
The Fight For This Love singer and One Direction star Liam Payne got together in late 2015 following her divorce to second husband Jean-Bernard Fernandez after 19 months of marriage.
The pair – who have a ten year age gap – opted to keep their nine-month pregnancy under wraps until Cheryl’s last few weeks.
They only confirmed she was expecting when she revealed her bulging bump during a photoshoot for L’Oreal and Prince’s Trust in February 2017.
Sharing a photo of the happy news on Instagram with a photo of Liam holding their son Bear, she penned: “On Wednesday 22nd March Liam and I became parents to an incredibly beautiful, healthy baby boy, weighing 7lb 9 and looking like a dream.”
I’ve dined with Prince Charles, but I’ve also sat in a crack den
Cheryl
Brenda explains that Cheryl’s ‘mum-derground’ era may have seemed like a disappearance from the public view, but this likely wasn’t the case.
“It was likely a deeply personal renaissance, reflecting her growth and priorities shifting towards family, much like other female celebrities who have navigated public perceptions around motherhood,” she says.
“By prioritising her personal life and stepping back from the public eye, Cheryl re-emerged with a renewed persona that resonated with a broader demographic.”
It wasn’t until six months after the birth of son Bear that Cheryl was seen for the first time.
Posting a glam behind-the-scenes shot from a shoot with LOreal, the the brunette beauty penned: “Back at work.”
And while Girls Aloud fans eagerly awaited Cheryl’s music comeback, it proved to be a huge flop.
In 2018 she released “Love Made Me Do It” – her first single in four years and her first since her split from Liam Payne, which came after two years of dating.
However, after performing it on The X Factor, viewers slammed her performance as “embarrassing” and “painful,” with the song peaking at 19, before then nosediving to 48 in the official music chart the following week.
Full set list for Girls Aloud reunion tour
ACT 1
- Untouchable
- The Show
- Something New
- Love Machine
- Can’t Speak French
- Biology
- Whole Lotta History
ACT 2
- Wake Me Up
- Sound Of The Underground
- Girl Overboard
- No Good Advice
- Graffiti My Soul
- Long Hot Summer
- I’ll Stand By You
ACT 3
- Sexy! No No No…
- On The Metro
- Jump
- Call The Shots
- Something Kinda Ooooh
ENCORE
- The Promise
Just days before the doomed performance, the Newcastle lass said that if the song wasn’t a hit, she’d quit the music industry altogether.
“If it goes in at 80, it’s time for me to move on with my life,” she told The Guardian.
“I’m not going to jump around working hard and spending time away from my son for that.”
Comeback Queen
In December 2022, following her failed pop comeback, Cheryl revealed a rather surprising career change by announcing she was making her acting debut in the West End show 2:22 A Ghost Story.
Replacing former Love Island host Laura Whitmore in the role of Jenny, she penned: “Hey!!! .. I am SO excited to be starring in the west end thriller @222aghoststory!!”
“I will be playing the role of Jenny from January – April!
“I went to see the show with a previous cast and LOVED IT!
“It is a totally new and exciting experience for me so if you’re looking for a fun night out & some entertainment in your new year tickets are available now….whenever you’re ready.”
It wasn’t long before she won rave reviews for her performance, with her co-star Jake Wood even branding her one of the best actors he’d ever worked with.
He told The Mirror: “I think sometimes the people that are very successful in one area I don’t think they necessarily take on challenges in other areas unless they think they’re going to be quite good at them.
“I think it’s definitely the case for Cheryl Cole, she’s been acting what, seven, eight weeks and she’s phenomenal, incredible.”
Brenda says that, now in her 40s, Cheryl is redefining what it means to stage a comeback.
“Her recent move to theatre with the 222 play and Girls Aloud reunion show she’s not just returning to fame; she’s reshaping it,” she says.
The PR expert also goes on to point out that Cheryl’s evolution into a more subtle public persona in her 40s “bears a resemblance” to Victoria Beckham’s journey.
“Victoria Beckham transformed her Spice Girl image into that of a fashion mogul and sophisticated brand,” she explains.
“Cheryl’s own shift hints at a similar trajectory, where she is leveraging her fame and personal style to set new trends and redefine her public image.
“Comparisons to Posh Spice’s own reinvention are inevitable, but Cheryl’s unique blend of grit and glamour sets her apart.”