Love Island's Yasmin, Shakira and Toni are redefining what post-villa success looks like
Forget the brand deals - Shakira, Toni and Yasmin are rewriting the Love Island post success, going from villa outsiders to cultural icons and fans can't stop speaking about it
The Love Island ‘Big Three’ are stepping into the industry in ways we’ve never seen before. For years, Love Island success looked the same: survive eight weeks in the villa and hope for a fast-fashion contract or brand deal.
But this season’s finalists - Toni Laites, Shakira Khan and Yasmin Pettet - chose a different lane. Instead of chasing the usual route, they’ve stepped out with an editorial high-fashion spread in i-D magazine and career plans that frame their friendship as the real win.
Historically, Islanders have walked straight into six-figure deals with brands like PrettyLittleThing, OhPolly and Boohoo (we can't forget Ekin-Su Culculoglu's record breaking £1million OhPolly deal), but it's clear that the post-villa market looks different, especially as the show has made a conscious effort to align for brands like eBay in a bid to change the way we shop for clothes.
The i-D feature cemented their role as the season’s cultural centre. In it, they spoke about the villa’s “high school” dynamics and the importance of representation on the show.
Shakira also opened up about what it meant to be of Pakistani descent, recalling how, growing up in Burnley, she wasn’t the beauty standard in her predominantly white school but was in for a pleasant surprise when she arrived on the show.
What makes them different is this: it’s not all about romance and despite the line that gets repeated each season - it's Love Island not Friend Island - it's clear their friendship has taken centre stage.
Shakira, Toni and Yasmin's bond began after feeling shut out by the other girls, hence self-describing their trio as 'The Outcasts'. Shakira described “snickers, whisper and dirty looks” in the changing room, admitting she was close to giving up.
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But the three refused to play along, staying authentic to themselves. That outsider energy was even echoed in their i-D styling, sat side by side in dark boots and stark makeup, more like a girlband than a reality cast.
And it’s not just fans backing them, celebrities are too. Charli XCX reposted their shoot on Instagram with “I live for this crossover <3” while Cara Delevingne also shared it with the caption “LETS GO GIRLS.”
People in marketing have highlighted the shoot as a cultural turning point. “Absolute slay. Goodbye PLT deal, Hello tell-all fashion editorial for i-D magazine," Phoebe Sophia Russell, a freelance Marketing Director, wrote on LinkedIn.
"If this isn’t a cultural marker that audiences are craving truth, imperfection and creativity over transactional fast fashion partnerships then nothing is. The future of media is changing and the future of influence is unfiltered storytelling. Brands (and ‘influencers’) that ignore this shift risk getting left behind - I LOVE," she added.
This wasn’t just a big deal for them but a big shift for the industry. By tapping into fashion history and editorial credibility, they’ve shown that authenticity itself is bankable. For future seasons, the question is whether other contestants will follow their route.
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