Contestants from ITV’s Love Island All Stars will be dressed in pre-loved outfits in partnership with eBay to encourage circular shopping habits.
eBay head of fashion Jemma Tadd said its two-year partnership with the UK’s reality dating show has “successfully ignited a pre-loved boom”.
Following the last season of the show, searches for ’love island pre-loved’ witnessed a rise of over 2230% over a one-month period from May to June 2023.
Searches for ‘pre-loved fashion’ also surged by more than 335% during the same period.
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Love Island creative director Mike Spencer said the production is “continuing to work up new ways of showcasing pre-loved items in the show, as well as representing a conscious fashion cycle.”
The reality show’s move towards sustainable fashion follows 2021 season 7 contestant Brett Staniland refusing to wear fast fashion on the show.
The show was previously sponsored by fashion brands such as Missguided and I Saw It First.
