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eBay ‘recouples’ with Love Island to continue to drive more pre-loved fashion sales

eBay has officially ‘recoupled’ with Love Island to continue to drive conversations and encourage shoppers to think pre-loved first.

Last series, the online marketplace became Love Island’s first ever pre-loved fashion partner, with the aim of sparking a movement to inspire a more conscious way of shopping.

New research from ITV reveals one in two (53%) of Love Island viewers aware of the eBay partnership said they’d bought pre-loved in the past three months, more than double the amount for those who hadn’t watched or been aware of the partnership. 

If research figures were extrapolated to population level, an estimated 2.7 million people say they are making more effort to shop sustainably as a result. 

As part of a move away from fast fashion on the show, viewers at home followed suit and since the announcement, eBay UK has seen 1600% more searches for ‘pre-loved clothes’. There have also been 24% more new circular fashion businesses that joined the online marketplace. 

Showing that pre-loved fashion is not just a trend, but is here to stay, eBay’s Pre-loved Fashion Stylist, Amy Bannerman will once again be sourcing fashion from eBay to style series 9’s Islanders in pre-loved. Alongside pre-loved clothes, for the first time, a selection of pre-loved, authenticated sneakers and items from its Imperfects range will also be heading to the villa wardrobe.

Islanders will embrace pre-loved garments with a dynamic curated shared wardrobe situated in the new villa. Showcasing how they ‘couple up with pre-loved’, viewers can expect to see the Islanders wearing fits that reflect their personalities and individuality, while doing their bit to extend the life cycle of clothes.

Kirsty Keoghan, Global GM of Fashion at eBay explains: “We’re so excited to be returning to the Love Island villa in this series to put pre-loved fashion, centrestage. The partnership has already shown its impact with Islanders and our Pre-loved Ambassador Tasha Ghouri demonstrating their true style and flair with pre-loved looks. We’re very excited to continue this conversation and show the nation how good pre-loved really can look.”

Mike Spencer, Creative Director of Love Island at Lifted Entertainment adds: “We are thrilled to be pairing up with eBay again as our pre-loved fashion partner. We are excited to keep working with ebay and to keep highlighting more conscious ways of shopping on screen. This partnership will see our lucky Islanders get to pick and wear some incredible clothes sourced from eBay. We love pre-loved.”

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