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eBay brings pre-loved fashion back to screens in next season’s Love Island

Chloe Burney
16 May 2024

eBay UK's pre-loved fashion is making a grand return to TV screens across the globe as it once again steps into the role of headline sponsor for ITV’s Love Island Season 11. This marks eBay’s fifth consecutive season in partnership with ITV.

Consumer behaviours are notably shifting in favour of pre-loved fashion. For example, 65% of Gen Z now go out of their way to buy pre-loved or try to buy pre-loved where possible. This increased appetite for pre-loved has been seen on the marketplace, with searches for ’love island pre-loved’ increased by over 600% on eBay UK whilst the All Stars season aired. Searches for ‘love island outfits’ also surged by 4000% during the same period.

Amy Bannerman, eBay’s Pre-Loved Style Director, will once again be sourcing fashion from eBay. A curated selection of pre-loved clothing, authenticated sneakers and garments from eBay’s Imperfects range will head to the villa wardrobe. This includes memorable pre-loved fits such as the red Jean Paul Gautier co-ord and Versace yellow skirt co-ord, both originally worn by Tasha Ghouri.

Fans can shop the villa looks through a dedicated Love Island fashion hub on eBay UK, benefitting from up to 60% discounts on Imperfects items.

Jemma Tadd, Head of Fashion at eBay UK, commented: "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."

This isn’t the first time eBay and Love Island have partnered up. eBay has showcased the "power of pre-loved" on screens since the pair first collaborated in 2022.

Back in May 2022, the online marketplace took over from fast fashion label ISawItFirst, becoming the show’s first-ever pre-loved fashion partner. Previous partners also included Oh Polly and PrettyLittleThing. The continued partnership alludes to the bigger picture of sustainability, inspiring viewers to shop consciously.

Mike Spencer, Creative Director of Love Island at Lifted Entertainment, added: "We are so thrilled to see eBay's pre-loved fashion continues to be loved and worn, and re-worn, in the villa by our islanders... 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. Roll on Love Island this Summer!"

This will be the first Love Island season eBay has sponsored since scrapped its seller's fees for fashion items in a bid to boost the resale market.

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