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Love Island names eBay as official fashion partner for 2022 series

Jeremy Lim
19 May 2022

ITV's Love Island has confirmed that eBay will be its official fashion partner for the 2022 series, with Islanders to be given access to a wardrobe of preloved fashion for the first time.

In a statement against fast fashion, Islanders will wear pre-loved items this season, with a shared wardrobe situated in the new villa.

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

The collaboration comes after new research from eBay revealed 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 and reveal on average, that 16% of their wardrobes are made up of pre-loved clothes.

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, centre-stage. 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."

The announcement kicks off a broader commercial partnership, with viewers soon able to explore eBay’s Preloved Fashion via the ‘Shop the Show’ tab on the official Love Island app and get access to Islanders through eBay’s social content.

The partnership will be integrated across ITV channels and on eBay handles across Facebook, Instagram and TikTok.

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."


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