Pre-loved fashion remains in the spotlight on prime-time television as eBay UK has confirmed it will continue as the headline sponsor of Love Island for another series.
The ITV show runs for its 11th series, and the online marketplace’s association gives it several opportunities to talk up and promote the concept of second-hand clothing. This is perceived as an environmental win because keeping items in use for longer and establishing a more circular economy is viewed as a way of reducing the volume of new clothing that must be produced, while reuse diverts items from landfill or incineration.
Amy Bannerman, eBay’s pre-loved style director, will once again be sourcing fashion from eBay, working in tandem with the Love Island styling team. It will result in a curation of of pre-loved clothing, authenticated trainers, and garments from eBay’s Imperfects range making up part of the show’s wardrobe.
Consumers will be able to “shop the villa looks” thanks to a ‘Love Island fashion hub’ hosted on eBay UK.
According to eBay, consumer behaviours are notably shifting in favour of pre-loved fashion, with its research showing 65% of Gen Z now go out of their way to buy pre-loved or try to buy pre-loved where possible. This is up by 18% compared to before the eBay-Love Island partnership was first brokered in 2022.
Jemma Tadd, head of fashion at eBay UK, remarked: “We’ve seen attitudes shift in favour of pre-loved through each season of Love Island but there is more work to be done as shoppers still look to fast fashion for the latest trends.
“Pre-loved fashion can be timeless, luxurious, and the ultimate style statement – we’ve seen in the Villa Islanders re-wearing fabulous pre-loved fits time and time again. This summer, I’m encouraging the nation to take advantage of free buying and selling on eBay to make their wardrobe better than new.”
Mike Spencer, creative director of Love Island at Lifted Entertainment, added: “We are so thrilled to see eBay’s pre-loved fashion continue to be loved and worn, and re-worn, in the villa by our islanders, all via the shared wardrobe and the re-list me drawer we designed for the partnership.
“Alongside this we are continuing to work up new ways to showcase the pre-loved items, as we continue to influence and shift perceptions as a result of the partnership.”
Bhavit Chandrani, director of BE Studio from ITV, said of the eBay tie-up: “After a brilliant five series’ of partnership, the pairing continues to thrive with a truly 360 campaign featuring broadcast, streaming and app sponsorship, bespoke influencer and social content, and of course, eBay pre-loved clothing worn by islanders throughout the show.”
[image credit: eBay UK]
