‘Love Island’: Hit British TV show to promote sustainable fashion in latest series

The hit British reality TV show ‘Love Island’ returns on January 16 – i pre-loved fashion will steal the show again.

In 2022, the series was dropped fast fashion image by partnering with eBay, after previously being associated with e-commerce clothing stores Missguided and I Saw it First.

The series is widely watched in the UK with an audience of millions and offers brands unparalleled prime time exposure.

The eighth series of “Love Island” saw the first ever previous beloved fashion partnership on the TV show. Contestants wore clothes from eBay’s online thrift store as they traveled to an exotic location to find love.

Searches for ‘pre-loved clothes’ are up 1,600 percent eBay after the broadcast of the show.

New data from eBay reveals that demand is still strong, with 49 per cent of Brits planning to buy pre-loved fashion in 2023. Those aged 18-34 are the most likely to buy second-hand clothes, with 74 per cent planning to do so compared to 31 per cent older than 55 years.

For Season 9, ‘Love Island’ once again teamed up with eBay to spark conversations sustainability and encourage customers to be more environmentally conscious about their wardrobe.

Why is favorite fashion becoming more and more popular?

Clothes and shoes are responsible for water pollution, greenhouse gas emissions and a waste disposal site. With the rise of fast fashion, the amount of clothing being produced and thrown away has skyrocketed.

Buying your favorite items also saves money Environment. 50 percent of respondents said they buy used because it is cheaper, while 48 percent cited environmental reasons.

eBay estimates that if every customer bought one previously loved one fashion instead of buying a new one in a month, the UK could divert 6,000 tonnes from disposal – the equivalent of more than 260,000 filled suitcases.

in EUof the 5.8 million tons of textiles that consumers throw away each year, it is only a quarter recycled according to the European Commission. Friends of the Earth Europe reports that the remaining 4.3 million tonnes have been thrown away. That’s the equivalent of 60 garbage trucks full of clothes being burned or buried in a landfill every minute.

How will pre-loved clothes appear in ‘Love Island’ series 9?

The islanders will be dressed by celebrity stylist Amy Bannerman, who has worked with celebrities such as Dua Lipa, Rita Ora, Lena Dunham and Jonathan Van Ness.

They will fill the shared wardrobe in the cult villa ‘Love Island’ with something other hand items from eBay, following four themes: ‘Tutti Frutti’, ‘Business vs Party’, ‘Dressed up Denim’ and ‘Heavy Metal’.

The e-commerce platform is also taking the opportunity to promote its Authentic Sneakers and Imperfects range by including them in the exhibition.

Some branded items that sell above certain thresholds on the platform are authenticated by industry experts in an attempt to build consumer confidence.

The platform describes its Imperfects range as the supermarket equivalent.wobbly vegetables‘ initiative. It offers like-new but pre-owned clothing, footwear and accessories from more than 100 high-end and high-end designers, including North Face, Off White, Puma, Fila and Timberland, at discounts of up to 60 percent.

Defects may include small scratches or marks, missing buttons, loose thread, or items that have been exposed and cannot be sold at full price.

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