Image: Ebay
After seven years of work with online fast fashion giants I Saw It First and Boohoo, Love Island will move in 2022, choosing Love Island as its exclusive fashion partner. For the first time in the show’s history, contestants were only allowed access to a shared wardrobe of second-hand clothes from Season 8.
This change appears to have had a significant impact on viewers’ clothing shopping habits during the season. On eBay, searches for ‘used clothes’ in the UK increased 16-fold over the season. Additionally, an online His Marketplace survey of Love Island viewers found that half had a more positive impression of vintage clothes, shoes and accessories after watching in 2022. rice field.
Sellers have taken note of the trend, with eBay UK noting a 24% increase in new fashion companies offering used, upcycled or other ‘circular’ items.
The hype didn’t end when the season finale ended. His Tasha Ghouri, a contestant, has become an eBay ambassador. Given that so many previous contestants had signed deals with fast fashion brands after stints on the show, this was another sign of change.
eBay confirmed this week that it will once again become a fashion partner of Love Island. Love Island’s ninth season is slated to begin later this month with a teaser trailer featuring new host Maya Jama airing during ITV’s ad break.
Kirsty Keoghan, global general manager of fashion at eBay, said: : “I am so excited to return to my villa in Aishima with this series and put the beloved fashion at the center of it… [and] To continue this conversation and show the public just how good pre-love really looks. ”
As part of the partnership, fashion stylist Amy Bannerman will source vintage clothing from eBay sellers to curate the contestants’ wardrobes. She also sources authentic branded shoes from her eBay Imperfects for the first time. This is a marketplace platform for items that are considered new but have minor defects. Some brands list items that were on display or that left the factory but did not meet aesthetic quality standards. Participating brands include Puma, Fila, Timberland and Off Her White.
Viewers were informed of the eBay x Love Island partnership through advertisements during the Love Island break, showing how contestants chose to “couple up with their former loved ones.” eBay will also create a “Shop at the Show” tab on its website and app.
fast fashion addiction
According to Oxfam, more than 2 tonnes of new clothing was purchased in the UK every minute in 2019. The global fashion sector is estimated to account for 7-10% of global annual emissions. This trend also creates a waste problem. The Environmental Audit Committee (EAC) MP said in 2020, only 1% of clothing was properly recycled at the end of its life, the majority of which was sent to low-quality downcycles. , concluded that a significant minority would be donated.
In the UK, like many other markets, Covid-19 has hit fashion spending. A 2.7% contraction in market size was recorded between 2018 and 2023 and is likely to contract further as a global recession looms.
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