Love Island x eBay | Campaign Of The Week

Izzy Hall

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Welcome to Campaign of the Week, where we explore some of the freshest and most exciting campaigns/partnerships from the brands that are engaging their Gen Z audience and catching our attention every week. Today we’re looking at Love Island’s recent and game-changing partnership with eBay. 

ITV’s Love Island has a near-cult following amongst Gen Z and millions of young people every year look forward to the show’s return, and with thousands purchasing Love Island merch and buying into the styles and trends depicted on the show thanks to the Love Island app, it’s easier than ever to live the ‘Love Island life’. Historically, the show has always been synonymous with fast fashion, with many contestants even going on to become household names and fashion icons (think Pretty Little Thing’s Creative Director, Molly-Mae Hague). However, in news that pleasantly surprised everyone, Love Island has just announced that this year’s series will be sponsored by eBay. So what does this move look like, and how has it been received? 

What’s the partnership about?

Previously sponsored by fast-fashion brands such as Pretty Little Thing and I Saw It First, Love Island has taken a step towards embracing pre-loved fashion by partnering with eBay. Additionally, instead of kitting out contestants in brand-new outfits, they’ll be proudly wearing second-hand clothes as well as sharing wardrobes (previously each contestant has had their own). 

eBay has recruited celebrity stylist Amy Bannerman – who has previously dressed Dua Lipa and Jonathan Van Ness – to style this year’s stars, which will be a massive pull for Gen Z viewers. The collaboration is also part of a broader commercial partnership, with viewers being able to buy similar clothes via the Love Island app (previously they could buy the exact product, be that a bracelet, a t-shirt or some socks).

The sponsorship comes after new research from eBay which revealed that shoppers are becoming incredibly aware of fast fashion. According to the research, ‘20% of Brits admit that they buy more second-hand fashion compared to two years ago’ and ‘on average, 16% of their wardrobes are made up of pre-loved clothes.’  At Voxburner, we reported way back in 2020 that 97% of Gen Z have changed their behaviour to protect the planet and 58% of young people choose to donate old clothes instead of throwing them away (Youth Trends Report), so it’s great to see that Love Island’s team are listening to their consumers and incorporating their values (especially considering it averages over 2.5 million viewers!).

Jemma Tadd, Head of Fashion at eBay UK, said of the partnership: “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.” 

You can hear more from eBay at this year’s Youth Marketing Strategy festival in London, where Eve Williams, eBay’s CMO, will be sitting down with The 93% Foundation to discuss social mobility.

Why do we love it?

This is a massive milestone for the show and for pre-loved fashion in general, and platforming it to such a mainstream audience is bound to be a massive gamechanger. Love Island, which has previously been criticised for promoting fast fashion and its key influencers, are finally listening to their audience and taking a brave step in the right direction. By setting an example to millions, there’s no better way to use Love Island’s influence for good. 

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