Ebay UK is returning as the headline sponsor of Love Island’s latest season, marking its fifth consecutive series in partnership with ITV.
The online marketplace’s pre-loved style director Amy Bannerman will once again source fashion from the platform alongside the Love Island styling team under the tie-up, with a curated selection of pre-loved clothing, authenticated sneakers and garments from eBay’s Imperfects range being brought to the villa wardrobe.
Fans of the popular reality show can also shop the villa looks via a dedicated Love Island fashion hub on its website.
The tie-up marks the first season of the show where buying and selling pre-owned fashion is free on eBay UK.
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The news comes as consumer behaviours shift in favour of pre-loved fashion, with 65% of Gen Z now going out of their way to buy or try to buy pre-loved where possible, according to the retailer. This is up by 18% compared to before the partnership was first being arranged in 2022.
This rising demand has been seen on the marketplace, with searches for ’love island pre-loved’ having risen by over 600% on Ebay UK while the Love Island All Stars season aired.
Additionally, searches for ‘love island outfits’ soared by 4000% during the same period.
Ebay UK head of fashion Jemma Tadd said: “We’ve seen attitudes shift in favour of pre-loved through each season of Love Island but there is more work to be done as shoppers still look to fast fashion for the latest trends.
“Pre-loved fashion can be timeless, luxurious, and the ultimate style statement – we’ve seen in the Villa Islanders re-wearing fabulous pre-loved fits time and time again. This summer, I’m encouraging the nation to take advantage of free buying and selling on eBay to make their wardrobe better than new.”
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