Ebay becomes Love Island’s fashion partner for 2022 in move from fast fashion

Love Island announces eBay as its first ever 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. " - Mike Spencer.
// eBay becomes Love Island’s first ever pre-loved fashion partner
// Islanders will have access to a shared pre-loved wardrobe situated in the new villa for the first time ever

For the first time ever, islanders on ITV’s Love Island will be wearing preloved clothes this season, with eBay becoming the show’s first Pre-Loved Fashion Partner.

The online marketplace is on a mission to change the way we shop for clothes and the collaboration comes after new research from eBay reveals that UK shoppers are becoming increasingly conscious of fast fashion.

A fifth 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.


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Islanders will wear pre-loved items this season, with a shared wardrobe situated in the new villa for the first time ever.

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.

This kicks off a broader commercial partnership, whereby eBay will have a presence on itv.com and Love Island’s social media channels.

Viewers will be able to explore eBay’s Preloved Fashion via the ‘Shop the Show’ tab on the official Love Island app and get access to Islanders through eBay’s social content, direct from the villa.

The partnership will be integrated across ITV and ITV+1 and Love Island fans will enjoy talent content on eBay handles across Facebook, Instagram and TikTok.

Boots has also revealed that it will be coupling up with Love Island for the second year in a row.

The partnership will see Boots stock the villa with more beauty must haves than last season, including fragrance, makeup, skincare, haircare, grooming products and leading sun protection brand Soltan.

The exclusive beauty partnership will be supported with a new Boots marketing campaign entitled “Better Be Ready to Find the Ones” which will help customers discover the products seen on the show.

eBay UK chief marketing officer Eve Williams 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.”

Mike Spencer, Executive Producer of Love Island, 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.”

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