The Love Island 2025 cast are probably all livid right now, as the times of leaving the villa and being swamped by brand deals are well and truly over. Nobody this year is expected to get handed one.
Back in the day, being an Islander meant overnight fame and the guarantee of a new career. As soon as the show was over there would be announcements of brand collabs, clothing lines and huge deals. Some of the biggest deals with Islanders have been worth in the seven-figures, literally turning them into millionaires over night.
But, that’s miles apart from where the Islanders of today are. Fast forward to now, and none of the 2025 cast have over a million Instagram followers, and they can kiss brand deals goodbye. It’s been revealed PLT, who used to be a cert to hand out a brand deal every year, will not be joining forces with any Islanders this year.
An insider told The Sun: “It’s a huge blow for the islanders this year, but PLT just aren’t interested. They have had a huge rebrand recently and while there’s no doubt they have made millions off the likes of Molly-Mae in the past, they will be doing things differently.”
But it’s not just PLT, this is expected to be an across the board decision.
(@shakirakhan16)So why is this happening? The Tab previously investigated the collapse of the Love Island influencer, and the reason is pretty bleak. It really comes down to the fact Islanders are expensive, and brands no longer see the return in the investment. The novelty and originality of Islanders has worn off.
“It’s expensive and fast fashion brands now need to be very strategic with money as many of them will be facing financial problems,” former Islander Brett Staniland explained. He added: “Followers are becoming bored of it and see straight through people doing lots of ads now. It’s also pretty unoriginal, many Islanders lack creativity and originality.”
A trend expert at discount platform Wethrift said the standard approach to brand deals simply isn’t sustainable anymore. “Year on year, we’re starting to see a significant drop in the number of followers the Islanders are securing throughout their time in the villa,” they told The Tab.
“It’s highly likely that this blow will have a negative influence on the brand deals and endorsements, thus destroying any hope of a lucrative influencer career.”
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