eBay partners with British dating programme Love Island to highlight pre-loved clothing. It is an effort to encourage consumers to shop pre-loved in a sustainable manner. Moreover, the concept of pre-loved sustainable fashion is growing and brands are trying different methods to popularise it.
The online marketplace had taken over as the program’s official pre-owned clothing label from ISawItFirst of the previous season. Two additional businesses that have collaborated with the Love Island programme in the past are Oh Polly and PrettyLittleThing. This collaboration encourages viewers for ethical purchases by making larger-scale allusions to sustainability and it has actually being successful in doing so.
Kirsty Keoghan, Global GM of Fashion at eBay said, “The partnership has already shown its impact with Islanders and our Pre-loved Ambassador Tasha Ghouri demonstrating their true style and flair with pre-loved looks. We’re very excited to continue this conversation and show the nation how good pre-loved really can look.”
Additionally, the number of searches for ‘pre-loved clothes’ on eBay UK increased by 1,600 per cent and 24 per cent more new circular fashion businesses have joined the online marketplace.
Mike Spencer, Creative Director of Love Island at Lifted Entertainment, added: “We are thrilled to be pairing up with eBay again as our pre-loved fashion partner. We are excited to keep working with eBay and to keep highlighting more conscious ways of shopping on screen.”
