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Love Island will continue eBay partnership in winter episodes

Hoping to encourage viewers to buy and sell second-hand clothing, ITV partnered with eBay to dress last summer’s Love Island contestants. A boom in listings on the platform has continued ever since, and will hopefully grow further.

With the return of Winter Love Island comes news that contestants will be styled in second-hand drip from eBay once again.

The Love Island x eBay partnership debuted last summer and hoped to encourage audiences to become more conscious of their fashion consumption habits. More importantly, it hoped to convince viewers to give pre-loved clothing a chance.

Sure enough, a sharp rise in eBay listings followed, helping to polish Love Island’s image. The show had been previously criticised for its affiliations with fast fashion companies such as PrettyLittleThing, Missguided, and the like.

That said, building an affinity for thrifting hasn’t been easy, as older generations sparsely considered it a ‘trendy’ or ‘fashionable’ thing to do.

But with eco-consciousness on the rise and a myriad of digital resale platforms to choose from, Gen Z in particular is becoming more open to the idea of purchasing or selling pre-loved garments.

After last season of Love Island aired, eBay saw a 1,600 percent increase in searches for ‘pre-loved clothing’.

This is great news, especially when the fashion industry causes 10 percent of greenhouse gas emissions. Not to mention, it causes ground and water pollution, and in many cases, is the cause of human rights violations around the world.

A statement from eBay suggests that the UK could prevent 6,000 tons of clothing from ending up in landfill if every shopper swapped one new fashion item for pre-loved garment each month.

Putting this into perspective, the total amount of clothing diverted from landfill would fill 260,000 large suitcases.

With the popularity of eBay skyrocketing over the summer, it will be interesting to see if it continues to rise during the upcoming edition of the series which premieres on January 16th.

All winter contestants will have their pre-loved outfits styled by Amy Bannerman, who has dressed stars such as Rita Ora, Dua Lipa, Jonathan Van Ness and more.

Items sourced from eBay will appear on themed nights named ‘Tutti Frutti’, ‘Business vs Party’, ‘Dressed up Denim’ and ‘Heavy Metal’.

Without putting a damper on the efforts of Love Island producers, it’s worth noting that fast fashion’s relationship with the series remains far from stifled.

Only 16 percent of the casts’ clothing were sourced from eBay and many contestants signed deals with fast fashion retailers after exiting the villa. It will be interesting to how things pan out this time around.

Regardless, the partnership is a good step in the right direction. And if it encourages people across the country to start upcycling fashion – we’ll take it!

 

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