eBay UK Becomes Love Island’s First-Ever Pre-Loved Fashion Partner

This week, Love Island announced a new partnership with eBay UK, the online marketplace with a mission to change the way we shop for clothes. 

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eBay UK, which has seen one pre-loved fashion sale every second so far in 2022, is the first pre-loved fashion partner to couple up with the hottest show on TV.

eBay UK Takes Fashion Sustainability Mainstream

Giving the Love Island wardrobes a total refresh this summer, Islanders will wear pre-loved clothes this season, with a shared wardrobe situated in the new villa for the first time ever.

Living the ‘eat, sleep, rewear, repeat’ mentality, viewers can expect to see Islanders showing off fits that reflect their personalities and individuality this summer while doing their bit to extend the life cycle of clothes.

The collaboration comes after new research and data from eBay UK reveal that 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.

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

Money-saving (54%) and protecting our planet (37%) are the biggest factors as to why people shop second-hand, with bagging some designer bargains (25%) and wanting something original (18%), also amongst the driving forces.

“We’re so excited to partner with Love Island this year and put pre-loved fashion, center stage. The impact of Love Island and its stars across the UK is undeniable, and together we want to inspire the nation to choose pre-loved first when shopping – even if this means buying or selling one or two pre-loved items to start with, it’s a step in the right direction. We can’t wait to change the conversation and dress the Islanders in pre-loved outfits for the very first time.”

Jemma Tadd, Head of Fashion, eBay UK

Last year, fans looking to replicate their favorite Islanders’ looks, caused searches to soar. Last year’s winner Millie proved the biggest trendsetter, as her one-shoulder marble dress influenced 127% more searches for ‘marble dress’ and her linen hot pink co-ord caused 114% more searches for ‘hot pink co-ord.’

In the last year, searches 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.

“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.”

Mike Spencer, Executive Producer, Love Island.

eBay UK has recruited celebrity stylist and secondhand enthusiast, Amy Bannerman, to style this year’s Islanders. Amy has styled celebrities such as Dua Lipa, Rita Ora, Sophie Turner, Jonathan Van Ness, and Lena Dunham.

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