How Zara McDermott used Strictly to DOUBLE her wealth ‘from scandal to success’ & why she could be the next Maya Jama

FROM Love Islander to acclaimed documentary maker, Zara McDermott is proving she has what it takes to carve out a career in TV.

And she’s now landed a brand new BBC two-part documentary exploring the impact of stalking, further cementing herself as a force not to be reckoned with.

It comes after she made TV history during her appearance on Strictly Come Dancing where she became the first ever Love Islander to grace the dance floor on the glitzy Saturday night prime time show. 

It catapulted her career, and in 2023 the 27-year-old’s wealth soared from £142,726 to £309,913 in the space of 12 months, according to Companies House accounts.

Zara’s stint also paved the way to a brand partnership with L’Oréal and the launch of her clothing range, Rise, with Tesco. She also fronted “Ibiza: Secrets of the Party Island” over the summer where she explored what makes Ibiza tick.

And now, whilst full details of her most recent venture are yet to be announced, experts say she becoming the “one to look out for,” and that she could even be the “next Maya Jama.” 

Joseph Hagan, celebrity publicist and owner of Streamline PR says: “Zara McDermott’s journey from Love Island contestant to a successful TV presenter and documentary maker is nothing short of impressive.

“While many reality stars struggle to shed the label of ‘former contestant’, Zara has skilfully repositioned herself as a serious content creator and presenter.

“Her recent financial growth, doubling her wealth from £142,726 to £309,913 in just a year, is a testament to her strategic brand shift and rise in the media world.”

Zara’s soaring success on TV is a stark shift in direction from where her career started.

She worked for the Department for Education as a policy adviser, before entering the Majorcan villa for the fourth series of Love Island in 2018.

Essex-girl Zara made her entrance into the Love Island villa two weeks after the programme began.

She was promptly chosen by Adam Collard, who stirred controversy by ending his pairing with Kendall Rae-Knight in favour of coupling up with Zara.

Even though the boys sent her packing four weeks into the series, splitting her from Adam, he decided to stick around in the villa.

But it wasn’t the end for the pair who dated for seven months after the show wrapped up.

While the increasing number of Love Island seasons has arguably led to viewer fatigue and an over-saturated influencer market, Zara has continued to make her mark.

Leveraging high-profile collaborations and documentary work, Zara has shown she can engage audiences on serious issues, while still maintaining her relatable, girl-next-door persona

Joseph Hagan

Joseph says: “With so many contestants vying for attention, it’s harder than ever to stand out.

“Additionally, new duty of care protocols introduced in 2023 prevent contestants from having friends and family post on their behalf while they’re in the villa.

“This social media ban makes it more difficult for newer contestants to grow their audience in real time, underscoring the importance of being able to pivot into other areas post-show to cultivate a loyal fanbase, as Zara has done.”

Since leaving the villa six years ago, smart Zara has managed to distance herself from the reality star image and carve out a career in her own right.

Joseph says: “While other Love Island alumni often get boxed into influencer roles, Zara has chosen a different path, focusing on producing thought-provoking documentaries for the BBC and releasing her own fitness range. 

“This pivot has helped her gain credibility in the industry, allowing her to carve out a unique identity that stands apart from her Love Island roots.”

The ‘Maya Jama Effect’

Much like Maya Jama, who has transitioned from radio host to one of the most sought-after TV presenters in the UK, Zara has used key ‘tricks of the trade’ to rebrand herself.

Joseph says: “Leveraging high-profile collaborations and documentary work, Zara has shown she can engage audiences on serious issues, while still maintaining her relatable, girl-next-door persona.

“This dual approach balancing glamour with intelligence mirrors the successful formula that has worked for other stars like Maya.”

From scandal to success

Despite facing challenges on Strictly Come Dancing, including publicised issues with her former dance partner Graziano Di Prima and claims he ‘kicked her’, Zara has managed to turn a difficult situation into an opportunity for growth.

Joseph says: “Her ability to stay focused and continue delivering high-quality content has only enhanced her reputation.

“Her new fitness range, ‘Rise,’ with Tesco further showcases her expanding influence beyond television, positioning her as a lifestyle brand in her own right.”

An ‘additional layer’

Zara’s current relationship with Sam Thompson, who found fame on Made in Chelsea, has also opened the door to new audiences for both of them.

Joseph says: “Appearing on shows like Celebs Go Dating and Made in Chelsea has helped Sam cultivate a distinct fanbase, which in turn has expanded Zara’s visibility.

“This exposure to different audience demographics has provided an additional layer of relevance beyond Zara’s Love Island past.”

A ‘media mogul’

As Zara continues to evolve her career, her ability to navigate the often tricky world of TV and media shows no signs of slowing.

Joseph says: “With the backing of reputable brands and an increasing portfolio of serious work, Zara’s transformation from reality star to media mogul is far from over.”