Stat: Love Island moves the dial on pre-loved fashion

While reality tv show Love Island has historically been known for promoting fast fashion, this year’s collaboration with second-hand marketplace eBay is already pointing towards a promising consumer shift.

According to findings from the show’s network ITV, searches for ‘pre-loved fashion’ on eBay have risen 700% since the announcement, while Google has reported 756% more searches for ‘eBay pre-loved clothes’. Since the tie-up between Love Island and eBay was revealed in May, these results already indicate viewers’ willingness to adopt more sustainable habits.

Brett Staniland, a former contestant from Love Island, says: ‘The impact Love Island has socially and culturally in the UK is huge, as well as setting a precedent for other popular tv shows, so I’m still optimistic as to which other shows might change their sponsorship and where this all goes in the next few months.’ These figures demonstrate the powerful impact that media and communications can have on elevating Second-hand Brands.