eBay UK has officially announced its sponsorship of the upcoming Love Island All Stars series, marking the first-ever season of the show. In addition to being the headline sponsor, eBay is taking its involvement further by collaborating with the Love Island All Stars styling team. Working alongside Amy Bannerman, eBay’s Pre-Loved Style Director and celebrity stylist, they will curate fashion from the online marketplace for the show’s cast.

Love Island, known for its mass-market fast-fashion sponsors, decided to change course in 2021 and embrace pre-owned fashion. eBay became the show’s first-ever secondhand fashion partner, resulting in a significant increase in searches for “pre-loved fashion” on the platform during the ninth series. This success has propelled eBay to take on the lead sponsorship role for the summer show in 2023. The aim is to expand its reach among Love Island’s key demographic of 18-34 year olds and promote a circular fashion economy.

The decision to extend the partnership with Love Island is grounded in strong commercial growth for eBay. Every minute in the UK, the platform sells five pre-loved dresses, two pairs of pre-loved jeans, and eight pre-loved tops. The association with Love Island has driven a surge in searches for “love island pre-loved,” experiencing a staggering 2,230% increase during a one-month period from May to June 2023. In general, there has been a 335% rise in searches for “pre-loved fashion” during the same timeframe. The rising demand for pre-owned fashion has resulted in a greater number of listings, supporting the growth of the secondhand fashion industry.

Jemma Tadd, Head of Fashion at eBay UK, has expressed her delight in the collaboration, affirming that the partnership with Love Island has brought the pre-loved fashion trend into the mainstream. Mike Spencer, Creative Director of Love Island at Lifted Entertainment, highlighted the show’s commitment to showcasing pre-loved items and promoting a conscious fashion cycle.

eBay’s sponsorship of Love Island All Stars serves as a testament to its dedication to sustainable fashion choices and its support of second chances, both in love and in fashion. As the show launches next month, viewers can expect to see a wide range of stylish pre-loved fashion options carefully selected by eBay and the Love Island All Stars styling team.

Useful links:
eBay UK
Love Island Official Website