Marketing Brand Purpose Love Island

Love Island secures eBay as its first ‘pre-loved fashion partner’


By John Glenday | Reporter

May 19, 2022 | 3 min read

Love Island is sharing the desire for second-hand clothing after signing up eBay as its first ‘pre-loved fashion partner.’

Love Island

Love Island puts second-hand first in partnership with eBay

The tie-up will see stars slip into pre-worn garments in recognition of a growing awareness among British fashionistas of the damaging consequences of fast fashion, sparking a movement to embrace yesterday’s rather than tomorrow’s clothing.

eBay is at the epicenter of this shift, facilitating a roaring trade in other people’s cast-offs – now being picked up by this year’s castaways.

To help the islanders find the right fit for their physique and personality, Love Island has recruited celebrity stylist Amy Bannerman to find the perfect clothes to put on in the villa or strip off by the poolside.

Eve Williams, chief marketing officer at eBay UK, said: “As one of the original homes of pre-loved, we believe that by joining forces with this incredibly influential program, we’ll inspire the nation to think differently and make more conscious choices when it comes to their wardrobes.”

Mike Spencer, executive producer of Love Island, added: “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.”

Part of a broader love affair between both parties, the integration will stretch to a prominent presence for eBay on and Love Island’s social channels, with viewers invited to follow the lead of their idols by utilizing a ‘shop the show’ tab on the custom app.

Research by the online auction house suggests 20% of Brits are now purchasing more second-hand clothing than they were two years ago, with 16% of their wardrobes filled with pre-worn garments. This shift has translated into one item of clothing being sold every second by eBay UK through 2022 so far.

ITV has been building anticipation ahead of the return of the summer dating format with an animated ‘Love.We Own it’ ad.

Marketing Brand Purpose Love Island

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