Why Love Island and eBay are the Perfect Match

eBay UK is continuing its mission to make second-hand fashion mainstream, returning as the headline sponsor for the sixth season of Love Island: All Stars, airing this January.

eBay leverages its platform to promote circular economy principles, encouraging viewers to buy and sell pre-loved fashion. The partnership aligns with the New Year, a time synonymous with fresh starts and decluttering, highlighting the growing importance of sustainable fashion.

Transforming fashion habits through pre-loved clothing

Since eBay’s partnership with Love Island began in 2022, interest in second-hand fashion has surged. Searches for "pre-loved fashion" on eBay have increased by more than 400% since summer 2024 alone, reflecting a cultural shift towards more sustainable choices in clothing.

Generation Z leads the charge, with 71% embracing pre-loved fashion, according to eBay research. This trend coincides with growing scrutiny of fast fashion’s environmental impact, as consumers and brands look for alternatives that reduce waste.

For eBay, this partnership exemplifies its commitment to the circular economy—aimed at minimising waste and making the most of resources. By showcasing the possibilities of second-hand fashion on such a high-profile platform, eBay is redefining what’s aspirational in style.

"We are proud to be making it easier for people to sell their unwanted items," says Jemma Tadd, Head of Fashion at eBay UK. "This keeps more clothing out of landfill and helps people make space for things they love."

"We started this partnership to show people the potential of pre-loved shopping," adds Jemma. From designer pieces to high-street favourites, eBay’s marketplace offers a broad range that caters to all tastes and budgets.

Showcasing sustainable style in the villa

A key element of the collaboration is the Love Island villa’s shared wardrobe, curated by Amy Bannerman, eBay's Pre-Loved Style Director. Amy, an advocate for sustainable fashion, ensures the wardrobe combines luxury brands like Jean Paul Gaultier with accessible high-street pieces, all sourced second-hand.

Past seasons have demonstrated the impact of this initiative. For instance, a Jean Paul Gaultier co-ord worn by Love Island ambassador Tasha Ghouri in 2022 became a viral hit and was restyled by multiple contestants. This season’s wardrobe promises even more variety, with fan favourites such as House of CB and Poster Girl making a return alongside new additions.

By celebrating individuality and the versatility of pre-loved fashion, Amy challenges conventional ideas about the need for new clothing.

"I've bought and sold on eBay for more than 20 years and dress almost exclusively in second-hand and vintage," she says, reflecting her long-standing commitment to sustainable living.

For viewers inspired by the Islanders’ outfits, eBay’s Love Island Hub offers a way to replicate the looks at home, bridging the gap between the villa’s wardrobe and everyday style.

Changing the fashion narrative

eBay’s collaboration with Love Island extends beyond simple sponsorship, aiming to reshape how audiences view fashion.

The partnership highlights ITV’s commitment to sustainability, with Love Island Creative Director Mike Spencer stating: "Pre-loved clothing continues to have an important place in the villa. 

"We’re excited to see how our All Star Islanders style this year’s clothes."

Bhavit Chandrani, Director of BE Studio at ITV, highlights the campaign’s far-reaching impact, saying: "eBay’s sponsorship continues to drive conversations and shift habits among key younger audiences."

The initiative’s influence is amplified through a 360-degree campaign, including on-screen integration and off-screen activities.

This comprehensive approach normalises pre-loved fashion as an aspirational and sustainable choice, further embedding circular economy principles into mainstream culture.

A vision for a sustainable future

Amy Bannerman’s leadership plays a pivotal role in eBay’s sustainability drive. With decades of experience in styling and a career grounded in second-hand fashion, she is well-placed to champion the creative potential of pre-loved clothing.

From styling celebrities like Dua Lipa and Sophie Turner to her early days running a vintage stall, Amy's journey mirrors eBay’s mission.

Her personal commitment shines through, as she says, "I’ve bought and sold on eBay for over 20 years."

As Love Island: All Stars gears up for another season of romance and drama, eBay’s efforts stand out as a testament to the power of mainstream platforms in promoting sustainability.

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