GOING into this year’s Love Island villa has been a second chance at love – and fame – for the All Stars.
But while it’s given some the career boost they craved, for others it’s had the opposite effect.
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Arguably some have tarnished their previously starry reputations, thanks to unfortunate couplings and at times disloyal behaviour.
With the Love Island All Stars final set to air on Monday night, brand and culture expert Nick Ede reckons some islanders are set to make a killing from their appearance – while others will be going back to their day jobs and Z-list events.
Here he shares his All Stars winners and losers.
Winners
Callum Jones
Before entering this year’s villa, Callum Jones was arguably best-known for being the recipient of the line, “Congrats, hun” from Shaughna Phillips, after he abruptly ended their romance by bringing back bombshell Molly Smith from Casa Amor.
He and Molly ended up dating for more than three years – but given their series aired pre-Covid at the beginning of 2020, they didn’t get to show off their romance at public appearances as the UK went into lockdown.
However, thanks to the All Stars series, Nick says Callum has now redeemed himself and is set to be one of its biggest winners.
“We all forgive him now for his brutal dumping of Shaughna,” he says. “And he seems to have mended his relationship with Molly after a fractious breakup.
“Callum is a show favourite and has really come out of his shell this series, proving to be quite the funny man, and a pretty genuine, straight-up guy.
“His sense of humour and handsome looks could bag him plenty of deals with brands wanting social media content.”
Love Island fans are desperate for Callum and Molly to get back together, despite him being coupled up with Jess Gale and her with Tom Clare.
While Nick isn’t convinced Callum’s relationship with Jess will go the distance, he thinks he’ll enjoy huge solo success and follow in the footsteps of other islanders into more reality TV.
He says: “I can see Callum doing really well in the future and even a stint on another reality show, like Dancing On Ice or I’m A Celebrity.
“I can also see him getting his own fashion range, like Kem Cetinay has successfully with Primark.”
Molly Smith
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She was the bombshell who everyone hated for stealing Callum from Shaughna, but Mancunian Molly has also completely turned around public opinion in this All Stars series.
She had a very wobbly start, regularly in tears after being thrown into the villa with her ex, but Nick says her emotional rollercoaster has helped her gain more fans and win over the viewers’ hearts, as well as Tom’s.
He thinks her stunning looks and bubbly personality have made her a “stand-out star” whether she stays together with Tom or not, and she’s set for lots of fashion and beauty brand deals.
Nick also believes Molly and Tom as a couple could see Molly-Mae Hague and Tommy Fury levels of success.
He says: “Molly has coupled up with the most attractive – and nicest – bloke in there, and it looks like they could go the distance.
“This pairing seems to be the real deal and I’d put money on them winning this.
“Either way, as a pair I can see them becoming the new Alex and Olivia Bowen, raking in a lot of money, and even having their own spin-off show like Love Island’s other famous Molly and Tom!”
Anton Danyluk
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When Anton first took part in Love Island in series five, he was just 23 and still quite immature – most famously getting shouted at by Belle Hassan at the beach club.
But, as Nick points out, now 28, he’s “definitely the man you’d probably want to marry in the villa and is without doubt the most mature gent of the lot (though the standard wasn’t exactly high).”
He’s managed to get out of the friend zone with Georgia Harrison, and viewers are rooting for the relationship to be the real deal.
Regardless of whether they work on the outside, Nick sees big things in store for Anton, especially as he already proved he can hold his own in his BBC documentary Anton Danyluk on Body Shame, which aired last year.
He says: “Anton is a very likeable person who has a good head on his shoulders. I can see him doing more of the observational documentaries and really helping people with mental health and diet issues.
“He’s one to watch and could even be the next Joe Wicks!”
Hannah Elizabeth
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Hannah Elizabeth was one of the OG Love Islanders – as she pointed out regularly during her stint on this series – and even got engaged to Jon Clark during the show’s finale.
But the ITV2 series didn’t have nearly as many viewers as it does these days, so there were thousands of Love Island fans who had no idea who the bubbly Liverpudlian was.
Even though Hannah didn’t manage to find love in the villa this year, Nick thinks she’s succeeded in reigniting her reality TV career.
He says: “With her quick wit and sensational style, I can see Hannah getting some great social media deals and also fashion and beauty campaigns.
“She’s got the ‘it’ factor, and I wouldn’t be surprised if we saw her popping up on some other reality shows very soon, as she’s a good comedy character and the TV loves her.”
Josh Ritchie
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Another series one islander in the All Stars series is Josh Ritchie.
But, having gone on to star in MTV reality shows after Love Island, he was more famous for messing around girls on Ex On The Beach.
So it’s taken viewers by surprise that he’s so smitten with Sophie Piper – and Nick thinks the couple have a lot of star power.
He says: “If Josh and Sophie go the distance, I can see them being a couple who would ignite interest in the UK public and get a lot of deals off the back of it.
“Josh is a very likeable, but also polarising figure, with a strong personality, and I can see him being cast in shows like The Challenge.
“I could even see him going back into Ex On The Beach if it doesn’t work out with Sophie!”
Kaz Kamwi
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While she didn’t find love in the Love Island villa, Nick thinks the “true winner” of this series has been Kaz Kamwi.
The star, who was originally in series seven of the show, has already been a regular guest host on the official Love Island podcast, The Morning After.
And thanks to her “all round good vibes,” Nick sees even more success on the cards for her – six-figure deals, in fact.
“The voice of reason and mama of the villa, classy Kaz showed us all how it’s done,” he says. “She didn’t let her ex Tyler Cruickshank off lightly when he made his bombshell appearance and didn’t settle for less than she deserved.
“She’s everyone’s best friend – we all need a Kaz in our life!
“I think she will rake it in from her appearance this year – she has a cool, kind and lovable personality, and from fashion to podcasts, I can see her making hundreds of thousands.”
Losers
Arabella Chi
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Not long before she went into the All Stars villa, Arabella Chi had been tipped to be one of the biggest winners from the show ever, after hanging out with A-listers on Leonardo DiCaprio’s yacht and dating Premier League footballer Ruben Dias.
But her recent Love Island experience hasn’t gone her way, with rejections from Chris Taylor, and pretty much everyone else she’s been coupled up with.
Even her ex Wes Nelson ignored her when he arrived in the villa to perform with Craig David.
She’s now coupled up with Adam Maxted, but some fans have suggested he chose her because she was the only girl not in a romantic couple.
Arabella has been giving off an air of desperation, and has lost any of her cool
Nick Ede
Nick says: “Arabella could have been a big hit with high-end brands who love her association with the A-list, but she’s more likely to be doing fast fashion deals now.
“She was on her way to doing what Maura Higgins has done so well, transitioning to become a global talent, but I doubt this will happen now.
“She’s been giving off an air of desperation, and has lost any of her cool.
“Although she’s got a strong following, her Love Island appearance may well have dragged her down towards the Z-list.”
Georgia Steel
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During her first Love Island stint in 2018, Georgia Steel was famous for proclaiming she’s “loyal, babe” to anyone who would listen.
Other TV stints followed, from Celebs Go Dating to Celebrity Coach Trip, and she built up a strong following on Instagram of 1.6 million followers.
This All Stars appearance was a golden opportunity to show how much she’s matured – but Nick reckons instead, she has proven “a leopard can’t change its spots”.
Viewers have lashed out at Georgia over her “mean girl behaviour” throughout the series, as she continually flirted with Toby, Callum and Tom, before finally settling for Toby after a controversial recoupling.
Nick says: “I don’t think this has done Georgia any favours and I suspect she will see some of her deals dry up.
“I can’t see her making waves anymore in the reality TV world, either.”
Joe Garratt
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Joe Garratt had the shortest stint in this year’s series of Love Island, lasting just a few episodes, when his co-stars dumped him from the island after a couple of days.
“He was one of the most hyped contestants to return to the island and it was over quicker than Jake Cornish’s ‘cameo’,” laughs Nick.
“Even he couldn’t hide the deflation when he was booted off. What an anticlimax.
“Joe could have been a star booking, he had it all, but his blink-and-you’ll- miss-it appearance won’t make brands want to work with him.
“His charm and good looks are great, but he didn’t have enough impact to make him a stand-out star to propel him in any shape or form.
“Maybe his upcoming Ex On The Beach appearance will prove more successful…”
Mitch Taylor
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‘Messy’ Mitch Taylor was the newest member of the Love Island club in the All Stars series, having only entered the villa for the first time last summer.
And Nick says the gas engineer’s last ditch attempt to stay in the limelight has failed, due to the way he messed around much-loved Liberty Poole – and is now hanging out with Ex on the Beach star Jemma Lucy.
“If there was ever a contestant on the show for fame, it’s ‘Messy’ Mitch,” says Nick.
“Gloriously living up to his namesake by messing Liberty around throughout his time in the villa, before being booted off to hang out with Z-lister Jemma Lucy… talk about desperation.
“Go back to fixing boilers and give us all a break.
“I don’t think there is a future in the limelight for Mitch, but does he want it now? Probably not.
“Brands won’t want to work with him or associate with him due to his messy appearance on the show.”
Toby Aromolaran
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It’s Toby’s relationship with Georgia that’s the problem for him when it comes to landing brand deals after the show, according to Nick.
“He’s done himself no favours in drifting back to her,” he says.
“After his savage dumping of Arabella in the recoupling, they’re possibly the most disliked couple in the villa. But at least she’s loyal (eh hem).
“I don’t think Toby will see his celebrity star rise, specifically because of his relationship with Georgia and, through association, I don’t think he will have much of a career post-show.”
Poor Tobes.