Love Island links with eBay for more sustainable approach to fashion

By

Sandra Halliday

Published
May 23, 2022

In an undeniably interesting development, the latest series of hit TV show Love Island sees it partnering with eBay UK to dress contestants in more sustainable pre-owned clothes rather than the fast fashion that's the staple fare of the show.

Fast-fashion retailer Isawitfirst has been the sponsor of Love Island for the past three years.

This change really is a key move as we've already seen in previous years how fashion worn by the contestants can instantly sell out on the sponsor's webstore. 

In 2019, Love Island's 3 million viewers helped drive Isawitfirst’s sales up 67% and pushed its Instagram follower count up by 254%. When winner Molly Mae Hague wore a dress from the brand, it sold out in 10 minutes.

Clearly, with the series now set to focus on pre-owned fashion pieces, consumers won't be able to place orders for the specific items, however overall trends are still likely to make an impact.

The show airs next month and has signed the deal with eBay after receiving criticism from sustainability advocates for encouraging what often now seems like an outdated attitude to fashion and its throwaway nature.

Contestants on the ITV show will also wear their own clothes this season as part of them being encouraged to take an “eat, sleep, rewear, repeat” approach.

Love Island executive producer Mike Spencer said: “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 preloved clothes sourced from eBay.”

eBay’s head of fashion buying Jemma Tadd added that the importance of the show and its appeal to young consumers mean it has the power to change their views of secondhand clothes.

“It’s a really exciting opportunity for us to change the conversation around fashion. I really hope that is going to lead to meaningful change in the industry.”

In fact, it may not be a tough call to convince the show’s young demographic of the virtues of secondhand. eBay research showed that around 22% of the clothes owned by people aged 18 to 34 are secondhand, the highest percentage of any age group. And 80% of Gen Z have bought secondhand recently.