Maya Jama's 'clever PR move' took her from being 'just Stormzy's girlfriend' to Love Island's IT girl & the face of D&G
Maya Jama's 'clever PR move' took her from being 'just Stormzy's girlfriend' to Love Island's IT girl & the face of D&G
MAYA JAMA's appearance has changed dramatically from when she first stepped into the limelight.
In 2012, Maya moved from Bristol to London to pursue a media career – initially wanting to be an actress which changed to a TV presenter and fashion model.
But it wasn't until her relationship went public with British rapper and singer-songwriter Stormzy, that Maya found herself catapulted into fame, and with that her style quickly changed.
Most notably, when the couple split in 2019, Maya seemingly found herself a new identity through her clothes – opting for cut-out dresses and jaw-dropping mini skirts that flaunted her lean legs.
Now, the Love Island host is dominating the fashion world – with every outfit she wears always ahead of the trend.
2014 – Casual debut
Maya's first presenting gig was in 2014 when she fronted Maya's FIFA World Cup Cities for Copa90, a travelogue covering the 2014 FIFA World Cup in Brazil.
Then, in August 2014, Maya joined MTV as a presenter for The Wrap Up.
She went onto present a weekly music video on Jump Off TV, a YouTube channel that showcases various rap battles.
And at the time, she sported a fringe that covered her entire forehead and donned more casual clothes to events, including a graphic white T-shirt that she paired with a simple black blazer and leather shorts, a pair of matching boots and a wide-brimmed hat.
It was this year when she is said to have met Stormzy, and in January 2015, they officially started dating.
2016 – Red carpet chic
Two years into their relationship, Stormzy's music career had blown up and his relationship with Maya was going strong – he had penned the song 'Birthday Girl' to her and she starred in the music video.
A year later, she also made an appearance in the video for his critically-acclaimed single 'Big For Your Boots' on his debut album.
Maya was also making waves in her own career, attending several red carpet events to boost her public profile, and her style choices were slowing changing.
2017 – It's all business
In 2017, wedding bells were ringing for Stormzy who revealed to The Mirror he was thinking of proposing to Maya.
Despite being young, he admitted he "wanted to propose" and said it was "going to happen" soon. Stormzy added: "She is so sick, she is the best."
Maya, who was often being referred to as 'Stormzy's girlfriend' by this point, opened up on not having her own identity in a conversation with The Times.
She explained: "I'm not naive to the fact that when you are a woman in the industry, most of the things that people want to talk about are your relationships."
While her relationship with Stormzy was soon to be cemented, she was finishing her final year as the host of Drive With Maya on Rinse FM, and this is when she began honing in on her own style.
2018 – Grunge era
Having made her debut as a guest panellist on ITV's Loose Women in September 2017, and then becoming the youngest person (then 23 years old) to co-host the MOBO Awards, doors were opening for Maya in 2018.
She went onto co-present the first series of The Circle, before becoming the team captain on ITV2 rap panel show Don't Hate the Playaz.
2018 was also the year she joined BBC Radio 1 as a co-presenter, before getting her own hosting slot twice a week, which she sat in for two years.
Having to juggle a casual radio dress code with red carpet appearances, Maya's style was flexible and experimental.
When attending the Philipp Plein fashion show that year, she opted for grungy outfit with a long, oversized grey jumper with green hood and a leather jacket.
With a pair of studded, thigh-high black boots, she gave off an air of nonchalance.
2019 – The Revenge Dress
It was in August of 2019 that Maya and Stormzy made headlines over their split, and rumours swirled about Stormzy cheating on Maya, which the singer strongly denied.
But Maya wasted no time in showing the world she was better than OK – she was thriving.
How did she do this? By looking like a goddess in a green cut-out dress by Lebanese brand HassIdriss.
Posing on the red carpet, the brunette beauty gave models a run for their money with her incredible figure and vibe that screamed: 'Stormzy who?'
Georgia Gadsby March, Co-founder and Head of PR at Unearth PR told Fabulous: "From a PR perspective, Maya was extremely smart to utilise the 2019 split to reinvent her look.
"Her career was propelling, and her social media following was growing tenfold as she became a more public figure.
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"This would naturally lead on to more invites to events, meeting other celebrities and their teams, and giving her that nudge to find her feet with her personal style – which she absolutely embraced."
Georgia noted how the previous "girl next door looks" were swapped with "wearing designers like Azzi & Osta and Nensi Dojaka" which allowed Maya to "take the spotlight by stunning in pieces that makes everyone in the room turn their heads".
Jamilah E. Toni, Digital Marketer, Brand Consultant and Mentor also said "Maya turning her breakup into an opportunity to change her identity" was a "clever PR/marketing move".
She explained: "Re-branding oneself after a significant life event, like a breakup, can generate media attention and keep followers engaged.
"Where the focus [was] being centered on her breakup, Maya and her team focused on controlling her narrative and presenting a new image, potentially attracting new opportunities and followers.
"The best thing is, her choice in updating her image really spoke to where she was going in her career/life."
2020 – Futuristic
It was at this point that Maya decided to quit her BBC Radio 1 gig and moved on to present Peter Crouch: Save Our Summer.
And with this new venture, she became even more experimental with her fashion as she donned the world's first 5G-powered augmented reality dress.
Walking down the red carpet of the 73rd British Academy Film Awards, she wore a floor-length blue gown designed by Richard Malone.
It took 250 hours to complete and was hand sewn with 100,000 stitches, which contained 12 full body length wires and 18 sensor bulbs.
It means her dress could transform into a completely new ensemble when interacting with a smartphone.
I love making a fun entrance, but this will be off the scale! Maya said at the time.
2021 – Daring Gowns
Maya reached a new level of stardom when she took over Stacey Dooley's hosting duties for BBC Three's Glow Up. And her dress sense became more daring to reflect this too!
At the GQ Men of The Year Awards, she donned a black beaded dress with a plunging neckline.
The sheer dress had cut-out areas that showed off plenty of skin and the sleeves featured fringes, too, dazzling onlookers as she walked the red carpet.
2022 – '60s Glamour
Clearly a fan of turning back time, Maya walked The 2022 Fashion Awards red carpet in a stunning black cut-out gown with a very wide-brimmed hat.
Alongside the Sabina Bilenko Couture gown, she had a triple-tiered collar necklace by Messika Jewellery and a pair of pumps that came straight out of a '60s movie.
The statement piece proved not only that she knows a thing or two about fashion, but the time style of any time period works well on her too.
2023 – Love Island and D&G Queen
Maya made her debut as the new host of Love Island in 2023 and knocked everyone off their chairs when in every appearance on the dating show.
From her bodycon dresses to the flowing summer staples, even the contestants were in awe of her.
Cementing her role of being the 'it girl', she even donned a draped-effect sexy gown – leaving little to the imagination.
Alongside taking over Love Island, Maya became the face of Dolce & Gabbana in 2023, and Jamilah said her "successful career likely played a pivotal role in her becoming one of the best-dressed women" worthy of such opportunity.
The expert added: "As someone in the public eye, her fashion choices are scrutinised, and being well-dressed can enhance her image and influence.
Re-branding yourself after a breakup, can generate media attention and keep followers engaged.
Jamilah E. Toni
"With her updating of her styling team, her stylist, Reece, understands the importance of her fashion choices becoming a significant aspect of her personal brand, opening doors for partnerships and endorsements.
"Maya's team utilised the quote of 'dress how you wished to be addressed' or 'dress for the role you want'.
"Centering herself around luxury brands, both archive and new pieces, UK-based and intentional, has helped connect Maya in spaces where she is able to become the face of Dolce & Gabbana."
Then, in December, Maya presented the British Fashion Awards 2023 where she had four outfit changes.
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From a PR and marketing perspective, Georgia said Maya has become "an exceptional UK fashion icon who has a truly unique style".
She mentioned "Instagram accounts like @mayajama_closet being created purely to post pictures of [Maya's] outfits", as well as her Love Island looks being shared all over the UK media.
Georgia added: "With three million followers on Instagram and a strong 7.4 per cent engagement rate, she's also appealing to fashion labels. A simple tag on her posts could drive over 200k users to brand accounts, making her the perfect person to partner with – at a likely hefty price tag for brands!
"Although we've got to put Maya's success down to her incredible work ethic, it's worth mentioning how important of a role her style has played since her and Stormzy's split in 2019.
"Elevating her style from classic radio DJ to style sensation has made a huge impact on her career, grown her personal brand, and helped to propel her to the British TV icon we know and love her as today."
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