eBay to promote pre-loved range as Love Island All Stars sponsor


eBay UK

eBay UK announces that it will be the headline sponsor for ITV’s Love Island All Stars series and provide pre-used items for the contestants.

eBay UK first partnered with Love Island in 2022. The online retailer says its UK pre-used listings grow by nearly 30% year on year and every minute, five pre-used dresses, two pairs of pre-used jeans and eight pre-used tops are sold on eBay in the UK.

Following the last season of the show, eBay says searches for “love island pre-loved” rose by over 2230% over a one-month period from May to June 2023, while searches for “pre-loved fashion” surged rose by more than 335% during the same period. Google reflected a similar trend, with “pre-loved” peaking when the season started.

Earlier this year, climate action NGO (non-governmental organisation) WRAP recommended the UK government adopt an extended producer responsibility (EPR) scheme for the fashion and textiles industry.

eBay’s Imperfects range, which the online retailer says offers non-new clothes from over 100 high-street brands and designers, will be featured in the islanders’ wardrobes during the season.

Amy Bannerman, celebrity stylist and eBay’s Pre-Loved Style Director, will be sourcing fashion from eBay, alongside the LIAS styling team, to style the cast. Alongside pre-used clothing, pre-used authenticated sneakers and garments from eBay’s Imperfects range will also be heading to the villa’s wardrobes.

It’s a brilliant match that continues to change perceptions amongst the key 16-34s audience.

Bhavit Chandrani, Director of BE Studio from ITV, commented: “I am delighted that today we are announcing eBay as our headline sponsor of the first ever Love Island All Stars series.

“As the 360 partnership continues to move from strength to strength, we are excited to see pre-loved embedded with Love Island All Stars across sponsorship idents, social and digital content, licensing activations and of course, on our screens in-show.

“It’s a brilliant (and award-winning!) match that continues to change perceptions amongst the key 16-34s audience, and we are so excited for the partnership to continue to evolve in 2024.”

During an evidence session for the Environmental Audit Committee, the then Secretary of State for Environment, Food and Rural Affairs (Defra) Thérèse Coffey was quizzed on the possibility of expanding EPR to include textiles.

Coffey said that she couldn’t say right now that Defra is going to include textiles as part of EPR in the “near future” and the focus must be on ensuring the policy is in place for packaging.

The Committee’s Chair, Conservative MP, Philip Dunne said they were disappointed with Coffey’s response. Dunne said it would be “very disappointing” if Defra did not consult on including textiles in EPR.

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