Sacrifice Short- Term Financial Gain For Long-Term

That my two daughters were glued to the Love Island final and indifferent to the Women’s Euro final probably says as much about my parenting as it does about them. I tried to engage them with sport, but they just aren’t that into it. And so it came to pass that of the two culturally significant victories that took place this week, only the one featuring Ekin Su was watched by my girls. The Lionesses roared on without them. 

Say what you like about Love Island, but for better or for worse, it has captured Gen Z’s attention, and for that reason at least, it matters in PR terms. Which is why I’m on tenterhooks to see how this year’s female winner, Ekin Su Culculoglu, will play her hand.

That she and Davide won with a landslide 63.7% of the votes proves their fans are truly behind them. No wonder Ekin Su is being predicted to become Love Island’s richest star.

How she makes said riches, however, is crucial. With the show trumpeting its sustainability credentials by dropping its usual fast fashion partnerships for one with eBay, it would be disappointing if Ekin Su followed in the footsteps of Molly Mae Hague and worked with a fast fashion brand. That might be where the money is – Hague netted a seven figure sum becoming creative director of Pretty Little Thing – but if I was Ekin Su’s PR, I’d advise her to sacrifice short-term financial gain for long-term respect. She has a platform, but she should use it wisely, aligning herself with credible, sustainable fashion and beauty brands that chime with the show’s alleged values.