eBay UK announced as Love Island 2022’s official fashion sponsor

Love Island's 2022 official fashion partners have been announced, which will see the contestants champion sustainability with eBay in a huge change for the series.

The ITV show's new brand partner has been a hit with shoppers for many years now and are set to take over from fast fashion brand ISAWITFIRST to push a more ethical message to viewers after Oxfam reported 13 million items of clothing goes into UK landfill every week.

Love Island was previously sponsored by ISAWITFIRST since 2019 and had taken to supplying endless amounts of clothes to the Islander's as they partake on the journeys in the iconic villa.

Prior to them, fellow fast fashion company Missguided held the spot to provide the best of the best looks for the contestants in 2018.

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With brands such as these landing the main fashion sponsor for the hit reality show over the past five years, the show has recently received criticism due to promoting viewers to shop their reactive trend-lead pieces.

As eBay takes over, the brand hopes to inspire the nation to choose pre-loved first when shopping and encourage conversations that challenge fast fashion with more sustainable styles as a result.

eBay UK, has seen one pre-loved fashion sale every second so far in 2022, is the first pre-loved fashion partner ever to couple up with the hottest show on TV — proving it's already a hit with shoppers.

As well as sporting pieces form the sponsors of the show, contestants have also been seen wearing must-have looks from the likes of ASOS, PrettyLittleThing and Oh Polly.

Fashion has become a huge part of the series as countless members of the public immediately rush to the internet to bag themselves a piece of their favourite Islander's wardrobes.

Whether it's daring bikini's, an everyday essential or a dazzling party dress, the show is responsible for providing fans with the ultimate summer outfit inspiration.

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The collaboration comes after new research and data from eBay reveals that UK shoppers are becoming increasingly conscious of fast fashion.

A fifth of Brits admit that they buy more second-hand fashion compared to two years ago and reveal on average, that 16 per cent of their wardrobes are made up of pre-loved clothes.

Whilst those aged 18 to 34 have the highest average percentage of second-hand clothes in their wardrobe 22 per cent, nearly double that of over 55s 12 per cent.

Jemma Tadd, Head of Fashion at eBay UK said: "We’re so excited to partner with Love Island this year and put pre-loved fashion, centre stage. 

"The impact of Love Island and its stars across the UK is undeniable and together we want to inspire the nation to choose pre-loved first when shopping – even if this means buying or selling one or two pre-loved items to start with, it’s a step in the right direction.

"We can’t wait to change the conversation and dress the Islanders in pre-loved outfits for the very first time."

Mike Spencer, Executive Producer of Love Island, said: "We are thrilled to be pairing up with eBay this year as our pre-loved fashion partner. As a show we strive to be a more eco-friendly production with more focus on ways in which we can visibly show this on screen.

"This partnership will see our Islanders get to dive into the shared wardrobes and help themselves to some incredible pre-loved clothes sourced from eBay. We aim to inspire our demographic and show that there are incredible finds to be had and how sharing is, in some small way, caring."

As well as signing the ground-breaking contract, eBay have also recruited celebrity stylist and second-hand enthusiast, Amy Bannerman, to style this year’s Islanders.

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