I've watched Love Island since its inception. Way back in 2015, when the cast chain-smoked and didn't know the fame that awaited them.
It has never been a ‘good’ show, however you wish to define that word. It is not ‘high-brow’, it is not morally sound, it is not even the first of its kind. But, it has a certain secret sauce, a certain MSG-salty-addictiveness, a certain magic.
Controversy has followed it around, and there have been some truly heartbreaking Love Island moments (both on, and off, the show). It's given us joy, too, and entertained us summer-after-summer.
In recent years, however, the show lost its spark. If I were to pinpoint this decline, it started in 2020 with the Winter edition. Love Island's presenter, Caroline Flack, tragically died by suicide at the start of that same year. And rather than uniting fans, I believe the creators made mistake after mistake and left us with a soulless version of the ITV series.
There's something producers never seemed to understand: you can safeguard the contestants, have a diverse and inclusive cast, and still make Love Island…entertaining. It's not rocket science! Yet reality TV makes it feels like we're asking for the world, in fact we are asking for basics.
We are only two weeks into season 10, so I'm aware there's A LOT that could go wrong from this point but season 10, otherwise, has felt like a return to its glory days. Maya Jama is a big part of this success. The Winter 2023 version proved her chops at the job (not that any of us were in doubt), but the winter version has always been…kinda sh**, so it felt like a waste of her charisma. The summer version, however, is a perfect match. Maya creates a warmth with the contestants, and fits effortlessly into the dynamics. Something Caroline was always a pro at doing, too.
X content
The contestants on season 10 are the real stars though. Like many, I had stopped watching Love Island religiously in recent years; tuning in and picking up episodes here and there. It had unhooked me. Last week, I decided to give it another chance, because I'm nothing if not forgiving. Instantly, myself and other viewers were charmed by the cast.
One Twitter user said “really like this cast so far. They seem cool and normal #Loveisland”; another commented that “Feel like this is one of the most authentic love island cast in recent years”. Further fans said “This cast is so likeable, like it’s actually refreshing to see the friendships between the girls and boys only 3 days in”, and “after multiple shitty seasons, this season is just too good and redeemable. the drama is THERE! the cast is THERE! like wow…”
There's bucket loads of drama, but the women feel in control - their strong personalities and no bullshit approach is refreshing; it feels like they're on the show to find love, not find a fast-fashion deal. Maybe the decline in Love Island's success has had a positive impact: it's may not be a ‘smart’ career move to go on the show anymore, and therefore the show has attracted a more genuine line-up.
X content
Whitney Adebayo, especially, is Love Island’s funniest contestant in years. She's bringing fun, laughs and chaos.
X content
From Jess to Molly, Ella to Catherine, the female cast members are full of intelligence, drama, LOLs and fearlessness. I, for one, am glad to see the Love Island producers let them shine as themselves.
