Remember when Love Island was just a reality show where everyday people had a chance to find love in a gorgeous Mallorcan villa?
Fast forward to recent years, and the rise of social media and influencer culture has sparked debates about whether Love Island has turned into ‘Influencer Island’. Contestants now seem more focused on boosting their social media presence and launching influencer careers rather than finding true love.
10 years since the first series aired, season 11 has just wrapped, and we have to ask: is Love Island still the open gateway to becoming an influencer that it once was?
Let's rewind about five years. Back then, Love Island and fast fashion came hand in hand. The most popular contestants were almost guaranteed collaborations with brands like Pretty Little Thing and Boohoo as soon as they exited the villa. Even those with smaller followings would seal deals promoting products like flat tummy teas and gummies that promised clear skin and luscious hair – controversial.
But the influencer space has evolved. Consumers are more ethical and mindful with their purchasing decisions now. They’re skeptical of influencer brand deals that seem forced or inauthentic and they’re also wary of overconsumption and its negative impacts on the environment and company employees, for example.
This shift in consumer sentiment has influenced Love Island as well. In 2022, eBay became the show’s first ‘pre-loved fashion partner’. After the series, eBay appointed two islanders as ambassadors, receiving positive feedback from both consumers and the islanders’ audiences. This change reflects a growing demand for more ethical partnerships and collaborations that feel genuine.
It can’t be denied that Love Island contestants often fit a specific mould. Their fashion sense, interests, and social media approaches tend to be quite similar. Molly-Mae Hague set the bar high with her soft aesthetic, investable relationship, and later, brand launches and family content that have lead her to amass almost 8 million Instagram followers. She was the first Love Island contestant to really blow up like this. Now, it’s tough for others to follow in her footsteps without being labeled copycats.
However, some islanders have found success by breaking out of the typical Love Island influencer mould. Take Indiyah Polack and Dami Hope from season 8, for example. They’ve embraced experimental and high fashion, which has received some judgement from those used to the ‘Love Island aesthetic’ but ultimately respect from their loyal followers. Indiyah even co-hosts the Love Island podcast and Love Island: Aftersun, signalling the career opportunities that being a contestant have allowed.
Camilla Thurlow from the 2017 season is another excellent example. She’s committed to her niche and succeeded because of it. With over 1 million Instagram followers, Camilla collaborates with brands that align with her parenting content – she now has 3 children with her husband Jamie, who she met on the show!
Her feminist beliefs and background in humanitarian aid have earned her a dedicated and long-lasting fan base. This shows that viewers, and now social media consumers, invest in influencers for more than just fashion or quick brand deals. Embracing a niche can provide more career longevity.
So, is Love Island still the gateway to becoming an influencer? Yes and no. It’s no longer a guaranteed fast track to influencer fame just by virtue of being on the show. The influencer market is more saturated, and consumers are more savvy and critical. To stand out, former islanders need to offer something unique, align with trustworthy brands, and build genuine connections with their followers.
This season's winners, Mimii and Josh, are the first Black couple to win UK Love Island since the show began, and fans across social media are celebrating their victory. The excitement isn't just about their win, but also about the opportunities the couple will have outside the villa.
Fans online are enthusiastic about the increased diversity in the Love Island alumni lineup. Members of the Black community are voicing that the show is finally starting to represent their experiences and stories in a more meaningful way, which is a significant step towards better representation on mainstream television.
Ultimately, Love Island can still be a boost in the right direction, but it’s the contestants’ ability to adapt, innovate, and stay true to themselves that will ultimately determine their success in the influencer world.
Image Sources: @mollymae on Instagram, @ebay on Instagram, @loveisland on Instagram, http://unsplash.com/.
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