Hit UK reality TV show ‘Love Island’ is back on 16 January – and pre-loved fashion is set to steal the show once again.
In 2022, the series ditched its fast fashion image by partnering with eBay, having previously been associated with e-commerce clothing stores I First Spotted It on Missguided.
With millions of viewers in the UK, the series offers brands unmatched exposure during its primetime slot.
Series 8 of ‘Love Island’ saw the first ever pre-loved fashion partnership on a Contestants flocked to an exotic location to find love in a TV show while dressed in items from eBay’s online second-hand marketplace.
Searches for ‘pre-loved clothing’ soared by 1,600 percent on eBay after the show aired.
With 49% of Brits planning to purchase used clothing in 2023, new data from eBay shows that demand is still high. With 74% of those in this age group intending to do so, compared to 31% of those over 55, this group is most receptive to purchasing used clothing.
For season 9, ‘Love Island’ has once again teamed up with eBay to drive conversations on sustainability and encourage shoppers to be more eco-conscious about their wardrobes.
Why is Pre-loved Fashion Growing in Popularity?
Clothes and footwear are responsible for water pollution, greenhouse gas emissions and landfill. The amount of clothing produced and discarded has increased dramatically with the emergence of fast fashion.
Shopping for pre-loved items saves both money and the environment. 50 percent of survey respondents said they shopped secondhand because it’s cheaper, while 48 percent cited environmental reasons.
eBay estimates that if every shopper bought one pre-loved fashion item instead of buying a new one in a month, Over 260,000 full suitcases’ worth of waste could be saved by diverting 6,000 tonnes from disposal in the UK.
In the EU, of the 5.8 million tonnes of textiles that consumers discard every year, only a quarter is recycled according to the remaining 4.3 million tonnes are reportedly dumped, according to Friends of the Earth Europe and the European Commission. That is the same as 60 garbage trucks full of clothes being burned or dumped in landfills every minute.
How Will Pre-loved Clothing Feature in ‘Love Island’ Series 9?
Islanders will be dressed by celebrity stylist Amy Bannerman, who has worked with celebrities such as Dua Lipa, Rita Ora, Lena Dunham, and Jonathan Van Ness
She will fill a shared wardrobe in the iconic ‘Love Island’ villa with second-hand items from eBay, following four themes: ‘Tutti Frutti, “Business vs. Party,” “Dressed Up Denim,” and “Heavy Metal.”
By including its authenticated sneakers and Imperfects line in the program, the e-commerce platform is also utilizing the occasion to promote its products.
Some branded items which are sold above certain thresholds on the platform are vetted by industry experts for authenticity in a bid to build consumer trust.
The platform describes its Imperfects range as the equivalent of supermarkets’ ‘wonky veg‘ initiative. From more than 100 high-end and high-street designers, including North Face, Off White, Puma, Fila, and Timberland, it offers clothing, shoes, and accessories that are brand new but have flaws at discounts of up to 60%.
Small scratches or marks, a missing button, a frayed thread, or items that were previously on display but cannot be sold for full price are examples of defects.