Allegations about Wayne Rooney's private life raise questions for the England star's other half. With Wayne Rooney’s image as a caring husband dented what are the ramifications for Coleen, who has built up a powerful brand of her own?

Coleen’s journey from ‘Queen of the Chavs’ to fashionista has seen the footballer’s wife become an icon, most recently as the face of Littlewoods.

Here Mrs Rooney adopted the persona of a tough fashion boot camp commander, putting models through their paces for a TV ad with ‘These Boots Are made For Walkin’ blaring away. But should she now walk out on Wayne?

Littlewoods' decision to plump for Coleen to front the multi-million pound campaign is based on the young mum’s smart and sassy manner which sees her regarded with affection by the retailer's target market.

Coleen will have to put all of these qualities to use if she is to protect her brand from being tarnished by association with that of her allegedly philandering husband.

Rich Leigh, accounts director at PR firm 10 Yetis, told The Drum: “For Coleen her personal brand is strong, a lot of people see her as an independent woman. If she stays with him the public are going to be wondering what she’s doing.

“A lot of us forget that though this story has just broken in the media, she may have been aware of this for quite some time and already come to terms with him. The quicker she acts the better.”