The path to sustained fame after appearing on the reality television show Love Island has become more challenging, according to former contestant Shakira Khan. Khan, who participated in the 2025 season, stated that while the show once offered a guaranteed route to instant fame, the current landscape requires more than just a television appearance to build a lasting career.
Khan, who was a sought-after contestant noted for her style and a notable on-again, off-again romance, revealed that her time after leaving the villa was dominated by agency meetings and brand deal negotiations. She described her decision to apply for Love Island as a strategic career move rather than a primary search for a romantic partner.
Following her exit, Khan reported being booked for meetings with approximately 20 agencies. She shared her experience on the "Managed" podcast, detailing a demanding process of securing representation. Khan noted that this experience mirrored sentiments from other former contestants, such as Chris Hughes from season three, who also described post-villa interactions with agents seeking to sign reality stars.
Khan cautioned that not all agencies are equally beneficial, identifying some as having close ties to the show's production. She advised aspiring participants to be wary of such agencies, suggesting that some might be introduced through show connections without necessarily having the best interests of the contestants in mind. The competition to sign Love Island stars is intense, with Khan recounting meeting six agencies back-to-back at ITV over a few days. She and fellow contestants would compare notes and review agency presentations, some of which appeared to be generic templates with only names changed, lacking specific strategies tailored to individual personalities or on-show brand affiliations.
Historically, a significant aspiration for many Love Island contestants was securing a lucrative contract with a fast fashion brand, often referred to as a 'PrettyLittleThing (PLT) deal,' similar to the success seen by stars like Molly-Mae Hague. However, Khan stated that this is no longer the prevailing reality.
"I didn't anticipate this, but people associate coming off Love Island with 'everyone's going to sign six, seven figure deals with fast fashion brands,' and I think the industry's evolved so much that that doesn't happen anymore," Khan explained. She pointed to shifts in the industry, including PLT's rebranding and a general decrease in financial viability for brands engaging in such influencer deals. Khan now advocates for long-term, organic partnerships with brands that feel authentic, rather than signing with large fast fashion companies she does not genuinely use.
Khan emphasized the importance of strategic self-marketing during the show. Drawing on her marketing background, she meticulously planned her image, selecting clothing and products from brands she wished to collaborate with. She aimed for a significant Instagram following, recognizing that follower count directly impacts earning potential in the influencing industry. Khan noted that changes in social media policies on the show, such as participants no longer having their social media accounts managed during filming, can impact the follower numbers contestants achieve upon leaving.
While Love Island has launched successful careers for many, including Olivia Attwood and Maura Higgins, Khan urged prospective contestants not to abandon their current employment. She advised securing a sabbatical or being transparent with employers about the possibility of appearing on the show, stressing that a place in the villa is not guaranteed until one walks through the door. Khan herself quit her job after receiving assurances from her CEO about job security upon her potential return, a decision she weighed against her previous career stability.