Has Fast Fashion Given Love Island The Ick As Show Partners With eBay?

Has Fast Fashion Given Love Island The Ick As Show Partners With eBay?

Rachael Grealish May 19, 2022

Fast fashion seems to have given Love Island the ‘ick’ as the show announced a collaboration with eBay as a pre-loved fashion partner for 2022.

It was announced today, Thursday May 19, the ITV award-winning dating show is collaborating with eBay for the upcoming season of Love Island, this summer.

A Wardrobe ‘Refresh’

Love Island wardrobes will be given a total refresh as eBay UK has recruited celebrity stylist and secondhand enthusiast, Amy Bannerman, to style this year’s Islanders as they will be wearing not only pre-loved items this season they will also have a shared wardrobe situated in the new villa for the first time ever.

Amy – who has styled celebrities such as Dua Lipa, Rita Ora, Sophie Turner, Jonathan Van Ness and Lena Dunham – will be helping the Islanders wear fashion that reflects their personalities and individuality this summer while they do their bit to extend the life cycle of clothes.

Photo by Darren Gerrish/Darren Gerrish/WireImage

The collaboration comes after new research from eBay revealed UK shoppers are becoming increasingly conscious of fast fashion. A fifth (20%) of Brits admit that they buy more second-hand fashion compared to two years ago and reveal on average, that 16% of their wardrobes are made up of pre-loved clothes.

Eco-Friendly Wider Collaboration

ITV has said this partnership with Love Island and eBay will kick off a broader commercial partnership, whereby eBay will have a presence on itv.com and Love Island’s social media channels and viewers will be able to even explore pre-loved fashion on eBay via the Love Island app.

Mike Spencer, Executive Producer of Love Island, has said the partnership is a way to show viewers they are moving in an ‘eco-friendly’ direction and help people learn how to source pre-loved clothing.

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He said: ‘We are thrilled to be pairing up with eBay this year as our pre-loved fashion partner. As a show, we strive to be a more eco-friendly production with more focus on ways in which we can visibly show this on screen.

‘This partnership will see our Islanders get to dive into the shared wardrobes and help themselves to some incredible pre-loved clothes sourced from eBay. We aim to inspire our demographic and show that there are incredible finds to be had and how sharing is, in some small way, caring.’

Inspiring the nation

eBay hopes this collaboration will help ‘inspire the nation’ as Love Island is such an ‘influential programme’.

Eve Williams, Chief Marketing Officer at eBay UK said: ‘We’re excited to be partnering with Love Island this year, as the show’s first pre-loved fashion partner and to flip the conversation around fashion.

‘As one of the original homes of pre-loved, we believe that by joining forces with this incredibly influential programme, we’ll inspire the nation to think differently and make more conscious choices when it comes to their wardrobes. Whether that is selling a dress that is sitting at the back of their wardrobe or shopping for their favourite islanders’ second-hand looks – these small changes can make a big difference to driving circularity.’

The research also revealed that those aged 18 to 34 have the highest average percentage of second-hand clothes in their wardrobe (22%), nearly double that of those over 55 (12%).

In the last year, searches on eBay for ‘preloved clothes’ have multiplied eightfold, with Gen Z, in particular, driving the recommerce trend, as 80% confirm that they have recently bought second-hand goods.

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Rachael is the Senior Content Editor at Freshered. She is NCTJ qualified with an MA in journalism. Rachael has almost ten years experience as a journalist in regional, national and international press and is passionate about creating engaging content.