Beyond the Villa: How PR Professionals Build the Love Island Brand
- ed2010pennstateuni
- Jul 14
- 3 min read
By Jayla Davis
As this season of "Love Island USA" slowly approaches the finale with big personalities like Huda Mustafa and Ace Greene, you can’t help but wonder how the Islanders will navigate fame after the villa. The real game begins after the final episode airs. Once they return home, they’re met with millions of new followers, trending hashtags and brand deal offers waiting in their DMs.
But the transition from reality star to influencer isn’t accidental. Behind the scenes, a team of PR professionals, social strategists and brand managers are already shaping how each Islander is perceived in the real world.
If you watched Season 6 of "Love Island USA," you know certain cast members didn’t allow their viral moments to fade into five seconds of fame. From Serena Page’s beloved braids and fiery personality to Leah Kateb’s fashion sense and Jana Craig’s bubbly personality, the Islanders weren’t just playing for love — they were laying the foundation for personal brands. Long after the final fire pit, PR professionals remain essential to their rebranding and continued relevance.
Leaving the villa means stepping into the court of public opinion. Fans have already formed opinions, and sometimes that includes criticism or controversy. PR teams are the first line of defense. Whether it’s clarifying timelines, addressing rumors or helping an Islander own their narrative, a good publicist knows how to manage perception without sacrificing authenticity.
From consistent TikTok aesthetics to influencer collaborations, every post contributes to a larger personal brand. Serena leaned into hair care and couple content, capitalizing on the public’s love for her braids and admiration for her relationship with Kordell Beckham. Her team secured brand deals with major names including Cécred by Beyoncé and Savage X Fenty by Rihanna.
Leah’s confident, fashion-forward persona translated into partnerships with brands like Oh Polly and Boohoo. She even launched her own merchandise featuring her self-proclaimed title, “The People’s Princess.”
Jana’s sweet, relatable energy gave her influencer-next-door appeal, leading to collaborations with brands like Maybelline, Tarte and SheaMoisture. PR pros helped guide these pivots, ensuring each Islander stood out in a saturated space.
Post-show interviews, podcast appearances and YouTube Q&As are all tools used to control the narrative. Islanders often undergo media training to speak thoughtfully about their time on the show, address lingering drama and promote future projects. The goal is to remain likable, engaging and brand-friendly.
Whether it’s a relationship update, a brand collaboration or a business venture, subtle announcements help build anticipation. PR teams use these tactics to gauge audience response and generate organic momentum. After Season 6, this was evident through soft-launch moments — from behind-the-scenes footage to surprise couple content — released with careful timing.
Post-show success also depends on securing the right partnerships. It’s not about taking the first offer — it's about aligning with brands that reflect the Islander’s personality and future goals. From fashion and beauty deals to launching independent ventures, PR professionals negotiate opportunities that expand their clients’ platforms while keeping their voices intact.
"Love Island USA" is more than a summer binge-watch — it’s a real-time lesson in personal branding. From crisis management to content strategy, it shows how quickly a public image can evolve and how vital a strong PR team is to that transformation. For anyone studying media, fashion or communications, the post-villa brand arc is a case study worth watching.
Just like in the villa, timing, consistency and storytelling matter. Because once the cameras turn off, the real work begins.
Sources:
Absolutely loved this read! It’s fascinating to see the strategy behind the show’s success. Makes me want to explore some real life destinations featured on the show, definitely adding a few Island to visit to my travel list!