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’.