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Love Island x eBay: A Sustainable Love Affair

6th Mar 2024 - 2 min read
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Photo by Vincent Rivaud

In a world where pop culture often dictates trends and shapes consumer behaviour, it's refreshing to see an influential show like Love Island taking a stand for sustainability

With its two-year-old partnership with eBay, the hit reality TV series has captured the hearts of millions and sparked a meaningful conversation about the importance of reusing and repurposing fashion.

Love Island Goes Green

Gone are the days when Love Island was synonymous with fast fashion and disposable trends. Much like the couples on the show, the pre-loved clothing featured is getting a second chance at love, championing the idea of extending the lifecycle of apparel and reducing waste in the fashion industry.

For the third consecutive season, the islanders sashayed onto our screens adorned in stylish ensembles curated from eBay's collection of second-hand gems – a powerful reminder that sustainable fashion can be both fashionable and sustainable. This all-star season has also introduced repurposing statement pieces from the previous two seasons. Different islanders wore these recognisable items, each styling them in fresh new ways.


Love Island’s Tasha Ghouri was eBay’s first-ever Pre-Loved Ambassador

The eBay Effect

"Our collaboration with one of the UK's most iconic TV shows has

successfully ignited a pre-loved boom and brought it into the mainstream."

– Jemma Tadd, Head of Fashion, eBay UK

Partnering with eBay was a strategic move for Love Island. It allowed the show to tap into a treasure trove of pre-loved fashion while promoting the reuse principle to its millions of viewers globally, the majority of whom are Gen Z and millennials. The impact was immediate, with searches for 'pre-loved clothing' on eBay skyrocketing by 1,600% after the partnership announcement (in January 2022). This surge in interest demonstrated the show's influence and signalled a growing appetite for sustainable alternatives among consumers.

eBay's Sustainable Impact

eBay UK's commitment to sustainability has been impressive, with the online retailer's pre-used listings growing by nearly 30% year on year. The Love Island-eBay partnership has transformed wardrobes and sparked a broader conversation about the fashion industry's environmental impact. Following the show's last season, searches for 'love island pre-loved' rose by over 2,230% (over a one-month period) and 'pre-loved fashion' surged by more than 335%.

It's clear that sustainable fashion is more than just a passing trend—it's a movement. The impact of the partnership is also quantifiable, as every minute, five pre-loved dresses, two pairs of pre-loved jeans and eight pre-loved tops are sold on eBay in the UK alone, according to eBay UK's internal data from January to September 2023.


Tom Clare, Love Island All Star and eBay Pre-Loved Ambassador

Driving Change to a Sustainable Future

By incorporating pre-loved clothing into its wardrobe line-up, Love Island has effectively challenged the narrative surrounding fashion and sustainability. This shift in perception has not only normalised the idea of wearing second-hand clothing but also encouraged viewers to reconsider their own shopping habits. By embracing pre-loved fashion and promoting the reuse principle, we can collectively reduce waste, minimise our carbon footprint, and pave the way for a more sustainable fashion industry.

As we look to the future, it's clear that pop culture will continue to play a crucial role in shaping our attitudes and behaviours towards sustainability. Through strategic partnerships and meaningful collaborations, shows like Love Island have the power to drive positive change and influence consumer trends for the better. By harnessing the influence of pop culture, we can create a more sustainable future for fashion and beyond, one pre-loved outfit at a time.

Filed under: Circular Economy

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