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The Conversation

Environment

Katy Wheeler, Senior Lecturer in Sociology, University of Essex

Love Island and eBay: how the reality show could model a radically sustainable future for its young viewers

eBay Love Island e-commerce Missguided

Love Island has faced past criticism for not promoting sustainable lifestyles. Shutterstock

A recently announced partnership between ITV reality show Love Island and secondhand e-commerce giant eBay sends a strong positive signal about prioritising sustainability over fast fashion.

After receiving a strong backlash against Love Island’s promotion of fast fashion brands such as I Saw It First and Missguided, the show’s executive producer, Mike Spencer, has announced it’ll be working with eBay in 2022 to clothe participants in its current series with “preloved” garments.

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