Love Island returns to screens this month and the winter version of the popular reality ITV show already has its first recoupling: eBay will sponsor the series for the second time.
It follows a successful pairing last summer when eBay took over from the fast fashion retailer I Saw It First. The partnership directly influenced the shopping habits of consumers. Research released by ITV shows that 53% of viewers who were aware of the partnership bought secondhand, or “pre-loved” clothes in the past three months. Since the announcement of the partnership last May, the site had 1,600% more searches for “pre-loved clothes” compared with the previous year, while Google searches for the same phrase were up 170%. Its viewing figures make these numbers significant – 5 million people tuned in to the final in 2022.
In the summer, Love Island contestants wore their own clothes as well as secondhand clothes sourced on eBay, and chosen by the celebrity stylist Amy Bannerman. This season the idea has been extended to other initiatives recently started by the site. In addition to general secondhand items chosen by Bannerman, contestants will also have access to pieces from the eBay Imperfects range – new clothes sold for up to 60% off because of defects, from streetwear brands including Off-White and North Face. They can also choose secondhand trainers that have been authenticated by the site’s “authenticity guarantee” launched last July.
Resold streetwear and trainers – also on sites such as StockX and Grailed – are central to the style of the 16- to 34-year-old demographic typically watching Love Island, while the move to vintage is in line with their wider shopping habits. Research conducted late last year by the Boston Consulting Group and resale site Vestiarie showed that generation Z consumers were most likely to buy (31%) and sell (44%) secondhand items, with millennials close behind. A reduced environmental impact and cheaper prices have been cited as reasons behind the trend.
“The partnership has already shown its impact with [Love] Islanders and our pre-loved ambassador, Tasha Ghouri, demonstrating their true style and flair with pre-loved looks,” said Kirsty Keoghan, the global general manager of fashion at eBay. “We’re very excited to continue this conversation and show the nation how good pre-loved really can look.”
Ghouri, arguably the most fashionable contestant of the last series, has since become eBay’s first fashion ambassador. She has posted about vintage items to her 1.5 million Instagram followers, worn vintage to events and launched a store of “pre-loved sparkle” on eBay in the run-up to Christmas.
Not all of those associated with Love Island have ditched fashion brands, however. After the show last year, the winner Ekin-Su Cülcüloğl signed a deal with Oh Polly – rated “we avoid” by sustainability rating site Good on You and reported to be worth £1m. Her fellow contestant Gemma Owen has since signed up with PrettyLittleThing, in a six-figure deal.
