Love Island & eBay: A Sustainable Supply Chain Meet-Cute

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eBay has found its match made in heaven as it becomes the headline sponsor for Love Island: All Stars (Credit: WSW)
eBay has found its match made in heaven as it becomes the headline sponsor for Love Island: All Stars, promoting sustainable fashion and circular values

eBay UK is continuing its drive to make second-hand fashion a cultural norm, stepping back into the spotlight as the headline sponsor for Love Island: All Stars, airing this month.

The partnership reflects eBay’s commitment to sustainable fashion and circular economy principles, a timely message as viewers embrace New Year decluttering and fresh starts.

By promoting pre-loved clothing on such a widely watched platform, eBay is not just riding a wave—it’s shaping it.

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Transforming fashion habits through pre-loved clothing

Since teaming up with Love Island in 2022, eBay has seen interest in second-hand fashion skyrocket. Searches for "pre-loved fashion" on its platform have grown by more than 400% since summer 2024, marking a clear shift in consumer behaviour.

Leading this movement is Generation Z, with eBay’s research revealing that 71% of this group actively opts for pre-loved fashion. The trend coincides with increasing awareness of fast fashion’s environmental toll, as consumers seek alternatives that minimise waste while still delivering style.

For eBay, this collaboration exemplifies its mission to champion the circular economy—a system that prioritises reuse, repair and recycling to reduce waste. By showcasing second-hand fashion on a high-profile stage like Love Island, eBay is redefining what it means to be stylish.

“We are proud to be making it easier for people to sell their unwanted items,” says Jemma Tadd, Head of Fashion at eBay UK.

Jemma Tadd, Head of Fashion at eBay UK | Credit: Drapers

“This keeps more clothing out of landfill and helps people make space for things they love.”

Jemma emphasises the breadth of options available, saying, “We started this partnership to show people the potential of pre-loved shopping. From designer pieces to high-street favourites, eBay’s marketplace has something for everyone.”

Sustainable style in the Love Island villa

A standout feature of the partnership is the Love Island villa’s shared wardrobe, curated by Amy Bannerman, eBay's Pre-Loved Style Director.

Amy, a dedicated advocate for sustainable fashion, handpicks a mix of luxury brands like Jean Paul Gaultier alongside accessible high-street favourites, all second-hand.

This initiative has already made waves. During the 2022 season, a Jean Paul Gaultier co-ord worn by Love Island ambassador Tasha Ghouri went viral, with other contestants giving it new life through creative restyling. This year’s wardrobe promises even more excitement, featuring popular brands like House of CB and Poster Girl, alongside fresh additions.

By celebrating individuality and the creative potential of second-hand clothing, Amy challenges the notion that fashion requires something new.

“I’ve bought and sold on eBay for more than 20 years and dress almost exclusively in second-hand and vintage,” she says, reflecting her deep-rooted commitment to sustainable living.

For fans eager to replicate the Islanders’ looks, eBay’s Love Island Hub provides a direct link between the villa’s curated wardrobe and everyday style inspiration.

Tasha Ghouri (left) has become one of eBay's Pre-Loved Fashion Ambassadors since appearing on Love Island in 2022 | Credit: eBay

Changing the fashion narrative

eBay’s collaboration with Love Island is more than just a sponsorship; it’s a campaign to shift public perceptions of fashion.

The partnership highlights ITV’s sustainability goals, with Love Island Creative Director Mike Spencer emphasising: “Pre-loved clothing continues to have an important place in the villa. We’re excited to see how our All Star Islanders style this year’s clothes.”

Mike Spencer, Creative Director of Lifted Entertainment | Credit: Lifted

A comprehensive 360-degree campaign supports the partnership, combining on-screen moments with off-screen engagement to normalise pre-loved fashion as both aspirational and eco-conscious.

Bhavit Chandrani, Director of BE Studio at ITV, highlights the broader impact of the initiative, stating: “eBay’s sponsorship continues to drive conversations and shift habits among key younger audiences.”

Bhavit Chandrani, Director of BE Studio at ITV | Credit: C21media

A vision for a sustainable future

At the heart of eBay’s efforts is Amy Bannerman, whose expertise in second-hand fashion has shaped the brand’s approach to sustainability. With decades of experience and a styling portfolio that includes stars like Dua Lipa and Sophie Turner, Amy is a powerful advocate for creative reuse.

Her personal commitment resonates with eBay’s ethos.

“I’ve bought and sold on eBay for over 20 years,” she shares, reflecting on her lifelong dedication to second-hand style.

As Love Island: All Stars prepares to captivate audiences once again, eBay’s presence reminds viewers of the style, value and environmental benefits that come with embracing pre-loved fashion.


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