eBay becomes Love Island’s first ever pre-loved fashion partner

06/06/2022 10:47

Last month, Love Island announced a new partnership with eBay UK. eBay for Charity is a Corporate Member of the Charity Retail Association and a considerable number of the CRA’s members sell on eBay. 

eBay UK, which has seen one pre-loved fashion sale every second so far in 2022, is the first pre-loved fashion partner of the hugely popular TV show.

Giving the Love Island wardrobes a total refresh this summer, contestants will wear pre-loved clothes this season, with a shared wardrobe situated in the new villa for the first time ever. Living the ‘eat, sleep, rewear, repeat’ mentality, viewers can expect to see contestants showing off outfits that reflect their personalities and individuality this summer, while doing their bit to extend the life cycle of clothes.

The collaboration comes after new research and data from eBay reveals that UK shoppers are becoming increasingly conscious of fast fashion:

  • A fifth (20%) of Brits admit that they buy more second-hand fashion compared to two years ago
  • Revealing on average that 16% of their wardrobes are made up of pre-loved clothes
  • Those aged 18 to 34 have the highest average percentage of second-hand clothes in their wardrobe (22%), nearly double that of over 55s (12%).

And the biggest factors as to why people shop second-hand are:

  • Money-saving (54%)
  • Protecting our planet (37%)
  • Bagging designer bargains (25%)
  • Wanting something original (18%)

Last year, fans looking to replicate their favourite Love Islanders’ looks, caused searches to soar. Last year’s winner Millie proved the biggest trendsetter, as her one shoulder marble dress influenced 127% more searches for ‘marble dress’ and her linen hot pink co-ord caused 114% more searches for ‘hot pink co-ord’.

In the last year, searches for ‘preloved clothes’ have multiplied eightfold, with Gen Z in particular driving the recommerce trend, as 80% confirm that they have recently bought second-hand goods.

Jemma Tadd, Head of Fashion at eBay UK said: “We’re so excited to partner with Love Island this year and put pre-loved fashion, centrestage. The impact of Love Island and its stars across the UK is undeniable and together we want to inspire the nation to choose pre-loved first when shopping – even if this means buying or selling one or two pre-loved items to start with, it’s a step in the right direction. 

“We can’t wait to change the conversation and dress the Islanders in pre-loved outfits for the very first time.”

Mike Spencer, Executive Producer of Love Island, said: “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. We aim to inspire our demographic and show that there are incredible finds to be had and how sharing is, in some small way, caring.”

eBay UK has recruited celebrity stylist and secondhand enthusiast, Amy Bannerman, to style this year’s Islanders. Amy has styled celebrities such as Dua Lipa, Rita Ora, Sophie Turner, Jonathan Van Ness and Lena Dunham.

Quick resource for charity retailers! – source eBay

Top 10 high-street brands with most second-hand sales in 2022 

  1. Nike
  2. Adidas
  3. Marks and Spencer
  4. Next
  5. Dr. Martens
  6. Zara
  7. River Island
  8. Joules
  9. Clarks
  10. New Look

Top 10 designer brands with most second-hand sales in 2022  

  1. Louis Vuitton
  2. Gucci
  3. Levi’s 
  4. Mulberry
  5. Stone Island
  6. Chanel
  7. The North Face
  8. Barbour
  9. Ted Baker
  10. Ralph Lauren