Just ask Molly-Mae Hague, finalist in the 2019 season, now rumoured to be worth £6m in Instagram earnings and through her deal as creative director of fashion brand PrettyLittleThing. So many people happily, unashamedly, and slavishly follow their fashion lead being an ex- Love Island er – particularly a female one – is a potentially lucrative business. It is unsurprising that former contestants can earn millions of pounds in collaborations with brands and as Instagram influencers upon leaving the villa. Its aesthetic is young and vivid and designed, above all else, to seduce (that, after all, is the entire point of the show). Those who rush to replicate the exact fashion statements that its contestants showcase, first identifying pieces as they appear on screen via the medium of exhaustive Googling, then buying, say, the For Love & Lemons sundress actress Ekin-Su wore in episode 46, or the blue satin Shein cocktail frock that hotel waitress Indiyah wore in episode 53 or yelping in frustration because it transpires that the gold “X” necklace equestrian and footballer’s daughter Gemma Owen never removes, is vintage 1980s Jean Schlumberger for Tiffany & Co. I’ll do it again.’ There are those out there who consciously embrace the looks of Love Island, ITV2’s outrageously successfully reality dating show (season eight of which has just ended, leaving a gaping 9-10pm TV viewing hole in the lives of its many, many fans). It was only when I emerged from the pool 30 minutes later, that I realised what I’d done: in re-tying those ties, I’d been subconsciously attempting to recreate the look of the belt that Love Island contestants use to secure their mic-supporting battery packs to their bodies, at all times, even when wearing bikinis! ‘ Why did I do that ?’ I thought. While faffing about with last-minute swimsuit tweaks in advance of a dip in my local pool this week, I found myself overwhelmed by a compulsion to take the excess bikini top strings (designed to trail gracefully down my back), wrap them around my waist, and secure them with an unobtrusive sailor’s knot at the front.
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