As for the islanders, the look of love is actually one of lust, too. And while Madix is wearing the reference, the contestants are buoyed by the usual suspects: Fashion Nova, Shein, Asos, H&M, et al. Consider that, while there is much conversation online about fast fashion sponsors and shared wardrobes awaiting in the Villa, these contestants are bringing many of their own clothes, bought before potential internet fame. Should the expectation be that they’re all decked out in Madix-level—and priced—clothing? Simply no. Perhaps that’s why you’ll see self-fashioned villa main character Huda in everything from an $80 Skims slip dress to lots of separates from trendy fast fashion destination Outcast Clothing. Olandria, a current fan-favorite and arguably the best-dressed islander, is more often than not in Shein—some of the best and skimpiest it has to offer, that is.
After years of working with fast fashion partners, the United Kingdom version of Love Island started partnering with eBay in 2023 in an effort to promote a more sustainable outlook on fashion. It was a compelling switcheroo considering Molly-Mae Hague, one of the show’s most well-known participants, went on to become the creative director of fast fashion giant Pretty Little Thing from 2021 until 2023.
Could the stateside version of the show follow suit with a similar partnership? Should it? It’s, in islander terms, early days for this version of the show, but the simple answer is yes. Why not inspire its millions of viewers to shop consciously and sustainably? The more tantalizing answer—one posed by the devil’s advocate—is whether or not changing the look of the show could change the show itself. In broad strokes, possibly. The look of Love Island is, in many ways, what makes us unable to look away. Skimpy, sexy, racy. Would two islanders sharing a sneaky, clandestine kiss hit the same if they were wearing, say, vintage J.Crew, or if they looked like the fashion influencers fighting it out over Margiela Tabis on our aforementioned For You pages?
Probably not. But Love Island, as exemplified by Madix, poses an opportunity for fashion. It just begs the question: should the emperor get new clothes?