Ebay recouples with Love Island as series fashion sponsor

*To become a Vogue Business Member and receive the Sustainability Edit newsletter,* [*click here*](https://www.voguebusiness.com/membership){: target="_blank"}*.* Last summer, reality dating show [*Love Island*’s head was turned](https://www.voguebusiness.com/sustainability/reality-show-love-island-dumps-fast-fashion-sponsor-for-ebay). In a surprising move, the reality dating show swapped its fast fashion sponsors — which have previously included Missguided and I Saw It First — for secondhand platform Ebay. Now, Ebay will return as official sponsor for series nine, starting on 16 January. The winter edition of *Love Island* will push its sustainability credentials further, says Mike Spencer, creative director of *Love Island* at Lifted Entertainment. As well as pre-loved items sourced by stylist Amy Bannerman, contestants will have access to a shared wardrobe of items from [Ebay’s Imperfects range](https://www.voguebusiness.com/sustainability/ebay-launches-imperfects-initiative-to-sell-flawed-fashion) — which sells flawed fashion from over 100 brands — and pre-loved sneakers that have passed [Ebay’s Authenticity Guarantee](https://www.voguebusiness.com/sustainability/ebay-uk-boss-sustainable-responsibility-goes-beyond-love-island-partnership), launched in July. [#article: /articles/62852e59db3bc2f3c49b5454] The reality show’s break up with fast fashion was significant. Many contestants from the show go on to become fast fashion ambassadors and Instagram influencers. The choice to forego fast fashion in favour of resale was met with wide praise, and Ebay says the partnership made an impact on UK consumption habits. An ITV YouGov survey from August 2022, just after the last series ended, revealed that 53 per cent of *Love Island* viewers aware of the Ebay partnership had bought something pre-loved in the past three months, more than double the amount for those who hadn’t watched the show or been aware of the partnership. Between May and November 2022, Ebay UK saw 1600 per cent more searches for “pre-loved clothes” than the year before, and Google searches for the same phrase were up 170 per cent. Ebay says 24 per cent more circular fashion businesses have joined its online marketplace since the partnership aired too. After Ebay’s first sponsorship, former *Love Island* contestant Tasha Ghouri became Ebay’s first pre-loved ambassador, using her newfound social media fame to post about secondhand fashion, wearing Ebay finds to red carpet events, and speaking on panels for the secondhand platform, hoping to nudge consumers away from fast fashion. However, her peers were not as quick to ditch big-ticket partnerships with fast fashion brands: series eight winner [Ekin-Su Cülcüloğlu](https://www.theguardian.com/tv-and-radio/2022/aug/12/love-island-winner-ekin-su-signs-1m-deal-with-fashion-brand-oh-polly) signed a £1 million deal with Oh Polly, finalist [Gemma Owen](https://www.independent.co.uk/life-style/fashion/gemma-owen-prettylittlething-collection-deal-b2149865.html) earned a six-figure sum from Pretty Little Thing, and Indiyah Polack became the face of Pretty Little Thing’s new [resale marketplace](https://www.voguebusiness.com/sustainability/fast-fashion-enters-the-resale-game-but-dont-call-it-sustainability), widely lauded as a greenwashing stunt. Ebay is hoping the next series will prompt more widespread engagement with sustainable fashion, says Kirsty Keoghan, global general manager of fashion at Ebay. “We’re very excited to continue this conversation and show the nation how good pre-loved really can look.” *Comments, questions or feedback? Email us at* [*feedback@voguebusiness.com*](mailto:%20feedback@voguebusiness.com)*.* **More from this author:** [The year fashion finally faced its social impact](https://www.voguebusiness.com/sustainability/the-year-fashion-finally-faced-its-social-impact?itm_source=manual_article_recommendation) [Can $15 million overhaul Shein’s supply chain?](https://www.voguebusiness.com/sustainability/can-dollar15-million-overhaul-shein-supply-chain?itm_source=manual_article_recommendation) [Meet the Fashion Awards’ 2022 sustainability ‘leaders of change’](https://www.voguebusiness.com/sustainability/meet-the-fashion-awards-2022-sustainability-leaders-of-change?itm_source=manual_article_recommendation)

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