eBay ramps up pre-loved push sponsoring Love Island All Stars

ITV are recoupling for a third time with eBay UK. This time, the second-hand marketplace is set to sponsor the first-ever Love Island All Stars series to promote pre-loved fashion’s potential.

Not only will the show's stars give love a second chance, but they’ll also be giving fashion a second chance, sporting pre-loved ensembles curated by the fashion team at eBay. The partnership aims to “inspire consumers to give fashion a second chance” and bring it into the mainstream.

Amy Bannerman, celebrity stylist and eBay’s Pre-Loved Style Director, will be sourcing fashion from the site to style the All Stars cast. Alongside a curated selection of pre-loved clothing, a selection of pre-loved authenticated sneakers and garments from eBay’s Imperfects range will also be heading to the villa wardrobe.

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.

Demand for pre-loved continues to gain momentum, with UK listings growing by nearly 30% year on year. Every minute, 5 pre-loved dresses, 2 pairs of pre-loved jeans and 8 pre-loved tops are sold on eBay in the UK.

After reaching millions of Gen Z and Millennial watchers last season, searches for 'love island pre-loved' witnessed a rise of over 2230% from May to June 2023, while searches for ‘pre-loved fashion’ surged by more than 335% during the same period.

Jemma Tadd, Head of Fashion at eBay UK, commented: "I'm thrilled to continue eBay’s partnership with ITV to be the headline sponsor for the new Love Island All Stars series. Our collaboration with one of the UK’s most iconic TV shows has successfully ignited a pre-loved boom and brought it into the mainstream."

Bhavit Chandrani, Director of BE Studio from ITV, added: "I am delighted that today we are announcing eBay as our headline sponsor of the first ever Love Island All Stars series... It's a brilliant (and award-winning!) match that continues to change perceptions amongst the key 16-34s audience, and we are so excited for the partnership to continue to evolve in 2024."