ITV’s Love Island made waves last year after execs announced they were ditching fast fashion sponsors in favour of secondhand platform eBay.
The TV show, now in its ninth season, was previously known for kitting out its contestants in items from fast retailers like Missguided and Pretty Little Thing.
Each night, contestants would don a brand new fast fashion get-up, and each series they would emerge from the villa to be met with a swathe of lucrative brand contacts, further fuelling the connection between Love Islanders and unsustainable retailers.
Until last season, when ITV severed ties with previous outfitters and instead opted for eBay, in a move towards sustainability and eco-friendly dressing. Islanders who would previously be seen sporting the latest PLT co-ord were suddenly spotted night after night in vintage Versace and second hand Jacquemus, and one of the many post-villa fast fashion brand deals was replaced with a brand deal at eBay (secured by runner up Tasha Ghouri).
Not only did the partnership mean good PR for vintage fashion but according to eBay, it has a significant affect on UK consumption habits. The resale site reported a 1600 per cent increase in searches for ‘pre-loved clothes’ between May and November 2022 compared to the year before, with an estimated 2.7 million people saying they are “making more effort to shop sustainably”.
Midway through the last season of Love Island, Jemma Tadd, Head of Fashion at eBay UK, said: “It’s still early days but we have already seen a shift in consumer shopping habits since the first episode hit our screens just four weeks ago.
“Searches for pre-loved are peaking and conversation around the fashion worn by the Islanders continues to grow. Through this partnership we of course wanted to get people talking about pre-loved, but more importantly we wanted to see people thinking and acting differently - and we're delighted to see that change coming to life.”
So the pair are sticking together for the next season of Love Island, which airs Monday, 16 January. This is the second ever Winter edition of Love Island, with the last airing in early 2020, just ahead of the Covid pandemic.
The eighth year of Love Island proves good TV concepts have staying power, just as really great clothes can and should be worn and enjoyed for many decades. Kirsty Keoghan, Global GM of Fashion at eBay said: “We’re very excited to continue this conversation and show the nation how good pre-loved really can look.”