eBay Returns to Love Island to Promote Sustainable Fashion

For the sixth consecutive season, eBay UK will lead the charge for sustainable fashion on one of television's most-watched shows, Love Island.

Returning as the headline sponsor for the second series of Love Island: All Stars, the online marketplace continues to redefine how audiences perceive pre-loved clothing, bringing sustainable style to prime time.

This season, which is set to premiere in January, will see eBay extend its mission to inspire viewers to embrace pre-owned fashion, not only by buying but also selling. The campaign coincides with the New Year, a time traditionally associated with fresh starts and wardrobe clear-outs.

With an estimated £400 (US$500) worth of unworn clothes languishing in the average Briton's wardrobe, eBay's initiative offers a sustainable solution to a growing issue.

“We are proud to be making it easier for people to sell their unwanted items,” said Jemma Tadd, Head of Fashion at eBay UK. “This keeps more clothing out of landfill and helps people make space for things they love.”​​​​​​​

Shifting trends in fashion consumption

Since the partnership between eBay and Love Island began in 2022, the appetite for second-hand clothing has soared. Searches for "pre-loved fashion" on eBay have surged by over 400% since the summer 2024 season alone.

The company has always embraced its role as a facilitator of the circular economy, but the sentiment towards pre-loved products has never been so high, which can be seen in the skyrocketing of companies like Vinted too.

Leading the shift is Generation Z, with nearly three-quarters (71%) embracing pre-loved items, according to eBay's research.

The partnership aligns with broader cultural movements toward reducing waste in the fashion industry. Fast fashion, notorious for its environmental toll, faces increasing scrutiny as consumers look for sustainable alternatives. Love Island's mass appeal has allowed eBay to bring its pre-loved message to millions of viewers.

“We started this partnership to show people the potential of pre-loved shopping,” Tadd explained, highlighting the extensive range of both designer and high-street fashion available on the platform.

Curating the villa wardrobe

At the heart of eBay's initiative is the villa's shared wardrobe, curated by Amy Bannerman, eBay's Pre-Loved Style Director. Bannerman, a staunch advocate for second-hand fashion, ensures the wardrobe is a blend of luxury pieces and accessible high-street finds.

Over the seasons, items like a Jean Paul Gaultier co-ord—worn by Love Island ambassador Tasha Ghouri in 2022—have become iconic, often restyled by subsequent Islanders.

This year, the wardrobe evolves further, featuring favourites such as House of CB and Poster Girl alongside fresh additions and fan favourites from past seasons.

Bannerman's approach celebrates both individuality and the versatility of re-wearing outfits, challenging traditional notions of newness in fashion. For viewers at home, eBay's Love Island Hub makes villa-inspired looks accessible, further bridging the gap between reality TV and real-life wardrobes.

Impact on the industry and viewers

For ITV and Love Island , the collaboration with eBay underscores the importance of aligning with sustainability-focused partners. “Pre-loved clothing continues to have an important place in the villa,” says Mike Spencer, Creative Director of Lifted Entertainment, the production company behind Love Island.

Mike  noted that the enduring partnership reflects the growing relevance of second-hand fashion to the show's younger audience. “We're excited to see how our All Star Islanders style this year's clothes,” he adds.​​​​​​​

Bhavit Chandrani, Director of BE Studio at ITV, highlighted the campaign's broader impact. “eBay's sponsorship continues to drive conversations and shift habits against key younger audiences,” he says.

The 360-degree campaign, encompassing on-screen integration and off-screen activations, has helped normalise pre-loved fashion as an aspirational choice.

A fashion leader's vision

Amy Bannerman's role in the campaign is pivotal. A veteran stylist with a career rooted in second-hand fashion, Amy brings decades of experience to eBay's sustainability mission.

From her early days running a vintage clothing stall to styling celebrities like Dua Lipa and Sophie Turner, her work champions the creative potential of pre-loved items.

“I've bought and sold on eBay for over 20 years and dress almost exclusively in second-hand and vintage,” she shared, reflecting her personal commitment to sustainable living.

As Love Island: All Stars promises another season of drama and romance, eBay's role extends beyond sponsorship. It exemplifies how mainstream platforms can influence cultural attitudes towards sustainability.

Jemma sums it up best when see says: “We're striving to get viewers selling pre-loved, as well as buying, now it's free to sell on eBay.”

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