Love Island’s tenth series came to an end on Monday, July 31.
According to voting figures released by ITV, winners Jess and Sammy secured 34.57% of the public vote on Monday night, while runners-up Whitney Adebayo and Lochan Nowacki received 26.85% of the public vote.
Ella Thomas and Tyrique Hyde, who placed third, secured 24.21% of the vote; finally, fourth place couple Molly Marsh and Zachariah Noble received 14.37% of the public vote.
Perhaps the most notable brand deal to have come out of Love Island is 2019 contestant Molly-Mae Hague’s with PrettyLittleThing.
After collaborating on a number of collections, the mum-of-one landed the job as creative director of the brand.
Last summer, a number of the girls landed brand deals – including Tasha Ghouri with eBay, SIMMI Shoes and L’Oréal Paris, Indiyah Polack with PrettyLittleThing’s Marketplace and Gemma Owen with PrettyLittleThing.
Winner Ekin-Su Cülcüloğlu secured deals with BeautyWorks, OhPolly and BPerfect Cosmetics, but is only affiliated with one of the brands just twelve months later.
Likewise, Love Island 2022 contestant Paige Thorne landed a six-figure deal with Forever Unique, but has since parted ways with the brand.
Meanwhile, winter Love Island 2023’s third place contestant Tom Clare, who is now one of eBay’s pre-loved ambassadors, was the only contestant from his series to secure a brand deal.
Casa Amor bombshell Gabby Jeffery, who worked as a creative assistant for PrettyLittleThing, has spilled the tea on why Love Island stars are finding it hard to secure major brand deals.
Speaking to Johnny Seifert on the Secure The Insecure podcast, the summer Love Island 2023 contestant revealed: “I do think like, obviously when we [PrettyLittleThing] signed Molly-Mae, that was like the right person, right time, because the show was peak popularity and Islanders’ families were still allowed to use their Instagram.”
“So we were getting those followers and she was really getting a lot of attention from her fashion so I think like it made sense then,” Gabby explained.
“And even like last year with like Gemma and Indiyah, I guess still, like they were getting big followings on Instagram and I think you could already see now like the difference in Instagram followers and social media followers to last.”
“I guess it’s whether the brand want sign someone for the sake of doing it or actually do it if it’s gonna, like, make sense.”
“I feel like, for me, personally, if I was making that decision this year, probably not,” Gabby admitted.
“Maybe not like a big contract, maybe like a smaller one, like brand ambassador or like, something like that.”
“I think because the show’s not as big, it doesn’t make sense to give big, big contract.”
