Olivia Attwood unveiled a new wrist tattoo reading "What now?" on Tuesday, posting images of the fine-line inking to her Instagram with the caption, "Only went and did it, didn't I. Sorry mum."
The 34-year-old television personality showed the tattoo just above her right wrist after hosting a launch party for her River Island collection at Mistress of Mayfair, where guests were offered tattoos by the artist collective Fine Line Hearts Club. Attwood, who wore a black T-shirt and a boucle checked skirt at the event, now has six visible tattoos, all in a delicate fine-line style.
Attwood said the phrase was already familiar to her fans and that she had considered getting it after seeing others ink the slogan. The phrase first gained attention when she was planning her wedding to Gillingham FC midfielder Bradley Dack and later became a viral clip and meme on social media. On her Sunday Roast Reheated podcast, which she co-hosts with Pete Wicks, Attwood recounted the origin, saying, "What now, I said WHAT NOW, that's what I say every time, what do you want?" and added, "If you are planning on getting married, don't."
The tattoo and the launch event come amid recent scrutiny of Attwood's marriage. Photographs from a trip to Ibiza showing Attwood with longtime friend and co-host Pete Wicks prompted an online backlash and led to abusive chants aimed at Dack at a Gillingham match. Those images, which included Wicks with his arm around Attwood during a yacht party, also prompted a reported rift with a former assistant, Ryan Kay, who has said he has cut ties with Attwood.
Attwood acknowledged the episode had affected her relationship. Speaking to Lorraine and in a separate interview with the Daily Mail, she described the past six months as "really challenging" and said she understood why Dack had been "upset" by the Ibiza pictures. "Me and Brad never pretend to have a perfect relationship, we have been up, down, left, backwards, and the last six months have been really challenging for us," she said. "My work and his work take precedence over everything, we have to navigate our relationship all the time."
She added that both partners had made mistakes and that their relationship required ongoing work. "I have fed up and done stuff, Brad has fed up. It's really easy to pretend you're perfect but no one is if you just dig a little deeper," Attwood said. On the specific images with Wicks, she said, "I get why Brad didn't like it... we were all on the boat, drinking and hugging each other and being best friends, it was family vibes. But if it was the other way around, of course I wouldn't like it either."
Dack attended Attwood's River Island launch but arrived separately; earlier in the week he did not accompany her to the National Television Awards, where she made a solo appearance. Attwood has repeatedly described her relationship with Dack as "not perfect" but said the couple remained together and were "determined to overcome" difficult periods brought on in part by heavy work schedules.
The "What now?" phrase has since entered Gen Z slang via TikTok, and Attwood's decision to make it permanent reflects its place in her public persona. The new tattoo ties into a broader pattern of her embracing personal branding through clothing and public appearances while also confronting the public fallout from private moments that have become tabloid headlines.
Attwood's Instagram post did not outline any further personal plans; she continued to promote her River Island collection and the launch event following the unveiling of the tattoo. Representatives for Attwood and Dack did not immediately respond to requests for additional comment.