UK reality TV show ‘Love Island’ has partnered with eBay in a bid to ditch its fast-fashion image.
The popular series, which centres on singles descending on an exotic location to find love, has long been criticised for its promotion of a polluting industry. The show has audience figures in the millions and offers brands huge exposure during its primetime slot.
The new partnership means that instead of a wardrobe filled with fast-fashion garments, the next contestants will only have access to a wardrobe of pre-loved fashion, a first for the show. The change comes with the recognition that many UK shoppers are becoming increasingly conscious of fast-fashion.
The hope is that viewers will search the Islander’s outfits online and find sustainable options – especially with eBay finding a fifth of Brits are buying more second-hand clothing now than two years ago. The online marketplace’s research revealed that people aged 18 to 34 own the highest percentage of preloved clothes, which is also Love Island’s primary audience.
“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,” says executive producer of Love Island, Mark Spencer.
“We are thrilled to be pairing up with eBay this year as our pre-loved fashion partner. 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.”
Jemma Tadd, head of fashion at Ebay UK, added: “We’re so excited to partner with Love Island this year and put pre-loved fashion, centre 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.
This year, the Islanders will be dressed by celebrity stylist Amy Bannerman, who has collaborated with celebrities such as Dua Lipa, Rita Ora, and Jonathan Van Ness.