Hit ITV reality show Love Island has partnered with eBay UK, which will become the show’s first pre-loved fashion partner. The collaboration will see contestants wear second-hand, (or pre-loved) clothes for the very first time.
The ecommerce giant claims that it has made a pre-loved fashion sale every second so far this year, and the collaboration with Love Island follows on from market research carried out by the firm which indicates that British consumers are increasingly turning away from fast fashion.
Additional findings from the probe pointed towards an increasingly eco-conscious market, with a fifth of consumers saying that they were buying more second hand clothes than two years ago, and that on average, over 15% of their wardrobe was made up of second hand items.
The integrated, multi-channel partnership will give eBay a presence on the ITV website and across Love Island’s hugely popular social media channels.
The partnership also features a ‘Shop the Show’ tab on the Love Island app, where fans will be able to directly purchase pre-loved eBay items worn by the contestants, and interact with the show’s stars directly via eBay social content.
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“We’re excited to be partnering with Love Island this year, as the show’s first pre-loved fashion partner and to flip the conversation around fashion,” eBay UK chief marketing officer, Eve Williams said.
“As one of the original homes of pre-loved, we believe that by joining forces with this incredibly influential programme, we’ll inspire the nation to think differently and make more conscious choices when it comes to their wardrobes..”
Love Island executive producer, Mike Spencer added: “We are thrilled to be pairing up with Ebay this year as our pre-loved fashion partner. 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.
“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.”
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