Love Island ditches fast fashion for eBay

UK – The reality tv show is promoting more sustainable fashion habits through its decision to work with second-hand marketplace eBay, showing a major departure from its past seasons as promoter of fast fashion. Marking the first pre-loved fashion partner to sponsor Love Island, the arrangement will see show contestants – or Islanders – wearing second-hand garments on the show. There will also be a shared wardrobe for Islanders to enjoy and further promote circular behaviours.

Much like in previous partnerships, a Shop the Show tab will appear in the Love Island app, this time directing viewers to pre-loved fashion on eBay. Through this initiative, the ITV show is harnessing its mass influence to position second-hand fashion as a desirable choice. Mike Spencer, executive producer of Love Island, comments: ‘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 arrangement demonstrates how the influence of Second-hand Brands is appearing in mainstream media, in turn reaching more diverse audiences.