Love Island has been named the most influential TV show for personal style, according to a survey commissioned by ASOS and conducted by Opinium.
Of the 2,000 Brits aged 20-29 surveyed, one in five respondents (21%) claimed the dating show inspired their fashion choices, with 24% of female participants praising the show for its fashion influence.
The news comes months after a flurry of Love Island 2022 stars penned several brand ambassador deals with companies including Boots, Forever Unique, PrettyLittleThing, Oh Polly and eBay.
While a study from influencer marketing platform Room Unlocked, found that 61% of the UK public struggle to relate to influencers, Love Island has been proven to influence the way younger generations invest in fashion brands.
Marketing coach Danny Denhard believes that TV is “still a strong marketing option for the right brands”.
“Paired with social media content, TV can help to hit many internal goals,” he told Marketing Beat. “With the right ROI calculations, it can propel many brands forward.”
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The latest series of Love Island launches in January, with new host Maya Jama considered one of the best-dressed celebrities of 2022 according to the ASOS study.
“2022 has been a year characterised by bold fashion and style, with 20-somethings making a confident comeback following the more relaxed, comfortable fashion which dominated during Covid,” ASOS commercial design and visual director, Vanessa Spence, said.
“Zendaya, Maya Jama, Dave and Harry Styles all express themselves through what they wear, exuding confidence and personal style through their outfits. The same can be said for the iconic stars and characters we see on our favourite TV Shows such as Love Island, Sex Education and Stranger Things, the popularity of which has been demonstrated by our collaborations this year, such as the ASOS x Stranger Things range and Millie Court collection. This is what our customers want to emulate, that feeling of boldness and not being afraid of clothes that get you noticed.”
