eBay has announced that it is recoupling with Love Island for its ninth season to continue shifting perceptions of pre-loved fashion. The online marketplace became the ITV2 reality show's first ever pre-loved fashion partner, with the aim of sparking a movement to inspire a more conscious way of shopping amid the climate crisis.
New research from ITV suggests that one in two (53 per cent) of Love Island viewers aware of the eBay partnership said they had bought secondhand clothing in the past three months, more than double the amount of those who hadn't watched or been aware of the partnership. The eBay partnership comes as part of a move away from fast fashion on Love Island, as the highly polluting industry generates 92 million tonnes of clothes-related waste generated each year, according to Earth.org.
Love Island fans have seemingly followed suit and since the announcement of the show's eBay partnership, 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.
