Love Island is at all times a fertile floor for trend tendencies with contestants typically carrying a number of outfits in every episode. However this season, these outfits will probably be completely different – they are going to be secondhand.
Contestants on the fact TV present, which is again on air subsequent month, will probably be supplied with a wardrobe of preloved items to put on after ITV partnered with eBay.
It’s a huge shift for Love Island. For the final three years, the quick trend firm I Noticed It First – which sells garments for as little as £2.80 – has sponsored the present and supplied garments and equipment for contestants.
However the present has modified tack after criticism from sustainability advocates for encouraging a disposable perspective to trend.
Whereas contestants will even put on their very own garments this season, they’re being inspired to take an “eat, sleep, rewear, repeat” perspective to their outfits.
Asserting the partnership, Mike Spencer, the manager producer of Love Island, stated: “As a present, we attempt to be a extra eco-friendly manufacturing with extra give attention to methods through which we are able to visibly present this on display … This partnership will see our islanders get to dive into the shared wardrobes, and assist themselves to some unimaginable preloved garments sourced from eBay.”
Jemma Tadd, the top of trend shopping for at eBay, believes the attain of the present has the facility to vary customers’ perceptions round secondhand garments. “Love Island is a worldwide phenomenon, no person can deny it,” she says. “It’s a extremely thrilling alternative for us to vary the dialog round trend. I actually hope that’s going to result in significant change within the business.”
With viewing figures reaching as much as 3 million individuals an episode, the affect of Love Island on what customers purchase is well-documented. I Noticed It First had a 67% enhance in gross sales and a 254% enhance in Instagram followers in 2019. When contestant Molly-Mae Hague wore considered one of their clothes, it bought out in 10 minutes. Final 12 months, Millie Court docket, who went on to win the present, was probably the most influential when it got here to type. On-line searches for “marble gown” rose by 127% and searches for “sizzling pink co-ords” went up by 114% when she wore these objects.
The contestants this 12 months will display how fashionable secondhand garments may be, and eliminate any remaining stigmas round pre-owned garments.
Tadd sees this as the largest win. “Seeing preloved trend being celebrated on display, and being talked about, goes to assist everybody perceive simply how simple it’s to realize these trend main appears,” she says.
Amy Bannerman, who has labored with celebrities together with Dua Lipa, Rita Ora and Lena Dunham, will probably be styling the contestants, and viewers will be capable to “store the present” on the Love Island app, with eBay finds out there.