eBay is recoupling with Love Island ahead of its ninth season

Sarah McKenna Barry

It’s hoped the continued partnership will ignite conversations about more sustainable ways to shop.

eBay is renewing its partnership with Love Island ahead of the upcoming winter season.

The second-hand online retailer was the fashion sponsor on the 2022 instalment of the show, replacing Love Island’s previous fast-fashion partners – I Saw It First and Misguided.

As was the case in the summer season, the winter crop of islanders will have access to a “dynamic curated shared wardrobe” full of “pre-loved” garments.

Ahead of the new season, eBay said it hopes the partnership will spark conversations among viewers about second-hand clothing and sustainable fashion.

What’s more, it appears the partnership – and its message – is resonating with viewers. Recent research from ITV reveals that over half of Love Island viewers (53%) aware of eBay’s sponsorship bought second-hand clothes in the past three months. This figure is double the amount for those who either didn’t watch the show, or knew about the partnership. Additionally, both eBay and Google saw increases in searches for the term ‘pre-loved’ and ‘pre-loved clothes’ during and since Love Island.

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Speaking ahead of this season’s launch, Mike Spencer of Love Island and Lifted Entertainment said: “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.”

Until this year, Love Island and fast-fashion have enjoyed a long association. As well as the previous official partnerships, many Love Island contestants work with large brands in ambassador roles. The most prominent example of this is Molly-Mae Hague, who was appointed Pretty Little Thing’s creative director in 2021.

This summer, however, Tasha Ghouri made headlines for striking up a post-Love Island deal with eBay, as their first ever pre-loved ambassador.