eBay has recoupled with Love Island to continue to drive conversations and encourage shoppers to think pre-loved first.
Last series, the online marketplace became Love Island’s first ever pre-loved fashion partner, with the aim of sparking a movement to inspire a more conscious way of shopping.
New research from ITV reveals one in two (53 percent) of Love Island viewers aware of the eBay partnership said they’d bought pre-loved in the past three months, more than double the amount for those who hadn’t watched or been aware of the partnership.
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If research figures were extrapolated to the population level, an estimated 2.7 million people say they are making more effort to shop sustainably as a result.
As part of a move away from fast fashion on the show, viewers at home followed suit and since the announcement, eBay UK has seen 1600% more searches for ‘pre-loved clothes’. There have also been 24% more new circular fashion businesses that joined the online marketplace.
Showing that pre-loved fashion is not just a trend, but is here to stay, eBay’s Pre-loved Fashion Stylist, Amy Bannerman will once again be sourcing fashion from eBay to style series 9’s Islanders in pre-loved. Alongside pre-loved clothes, for the first time, a selection of pre-loved, authenticated sneakers and items from its Imperfects range will also be heading to the villa wardrobe.
Islanders will embrace pre-loved garments with a dynamic curated shared wardrobe situated in the new villa. Showcasing how they ‘couple up with pre-loved’ , viewers can expect to see the Islanders wearing fits that reflect their personalities and individuality, while doing their bit to extend the life cycle of clothes.
Kirsty Keoghan, Global GM of Fashion at eBay said: “We’re so excited to be returning to the Love Island villa in this series to put pre-loved fashion, centrestage. The partnership has already shown its impact with Islanders and our Pre-loved Ambassador Tasha Ghouri demonstrating their true style and flair with pre-loved looks. We’re very excited to continue this conversation and show the nation how good pre-loved really can look.”
Mike Spencer, Creative Director of Love Island at Lifted Entertainment said: “We are thrilled to be pairing up with eBay again as our pre-loved fashion partner. We are excited to keep working with ebay and to keep highlighting more conscious ways of shopping on screen. This partnership will see our lucky Islanders get to pick and wear some incredible clothes sourced from eBay. We love pre-loved.”
The popular British dating reality show Love Island first aired on ITV in 2005.
The show is set in a luxury villa in a sunny location and follows a group of young, attractive singles as they try to find love and win a cash prize.
Each season of Love Island begins with a group of contestants, known as “islanders,” who are paired off and must share a bed with their partner. As the show progresses, the islanders are often required to participate in challenges and games to win dates with each other. The ultimate goal is to find a long-term romantic connection, but many islanders also form strong friendships and alliances during their time on the show.
In addition to the main storyline, Love Island also features a host of celebrity guests, who visit the villa and offer advice and support to the islanders. The show has proven to be a major hit in the UK, with high ratings and a dedicated fan base. It has also gained a large following overseas, with versions of the show airing in countries around the world.
Overall, Love Island is a entertaining and addictive dating show that has captured the hearts of viewers across the UK and beyond. Whether you love it or hate it, there’s no denying that it has become a cultural phenomenon.
