eBay Recouples with Love Island

Press Release

After changing viewers' attitudes around pre-loved fashion, eBay is putting pre-loved back on screens for Love Island series 9

Today, eBay announces it has officially recoupled with Love Island to continue to drive conversations and encourage shoppers to think pre-loved first.

Last series, the online marketplace became Love Island’s first ever pre-loved fashion partner, with the aim of sparking a movement to inspire a more conscious way of shopping.

New research from ITV reveals one in two (53 percent) of Love Island viewers aware of the eBay partnership said they’d bought pre-loved in the past three months, more than double the amount for those who hadn’t watched or been aware of the partnership. 

If research figures were extrapolated to population level, an estimated 2.7 million people say they are making more effort to shop sustainably as a result. 

As part of a move away from fast fashion on the show, viewers at home followed suit and since the announcement, eBay UK has seen 1600% more searches for ‘pre-loved clothes’. There have also been 24% more new circular fashion businesses that joined the online marketplace.

Showing that pre-loved fashion is not just a trend, but is here to stay, eBay’s Pre-loved Fashion Stylist, Amy Bannerman will once again be sourcing fashion from eBay to style series 9’s Islanders in pre-loved. Alongside pre-loved clothes, for the first time, a selection of pre-loved, authenticated sneakers and items from its Imperfects range will also be heading to the villa wardrobe.

Islanders will embrace pre-loved garments with a dynamic curated shared wardrobe situated in the new villa. Showcasing how they ‘couple up with pre-loved’, viewers can expect to see the Islanders wearing fits that reflect their personalities and individuality, while doing their bit to extend the life cycle of clothes.

Kirsty Keoghan, Global GM of Fashion at eBay said: We’re so excited to be returning to the Love Island villa in this series to put pre-loved fashion, centrestage. 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.

Mike Spencer, Creative Director of Love Island at Lifted Entertainment said: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. This partnership will see our lucky Islanders get to pick and wear some incredible clothes sourced from eBay. We love pre-loved.


Notes to Editors 

About Sneakers Authenticity Guarantee on eBay

eBay launched its Authentication Guarantee for Sneakers in July 2022 which comes at no extra cost to the buyer or the seller, with items being delivered via secure delivery. eBay’s number one goal with Authenticity Guarantee is to build consumer trust and confidence when buying new and pre-loved sneakers on eBay. Working with industry experts to fully verify and vet those items which are sold at or above their corresponding threshold, they are sent to the Authentication Centre to go through a rigorous, multi-point physical inspection, whether it’s the stitching, leather or bezel with the product’s collateral (sneaker box) also being reviewed.

About Imperfects on eBay

Imperfects is the fashion equivalent to supermarkets' wonky veg initiative. Offering clothes, shoes and accessories which are considered new, but with defects, from over 100 high-street and high-end designers including North Face, Off White, Puma, Fila, and Timberland at up to 60% off. 

Imperfect items may include defects such as a small scuff or mark, a button missing or a loose thread that may have been from the factory or are ex-display which means they can’t be sold at full price as it did not meet the manufacturers strict quality standards. We partner with both brands and resellers to sell their imperfect stock. If any brands or retailers are interested in being involved, they can either partner directly with us or there are trusted seller partners we can connect them with.

About Amy Bannerman

Amy started her career in fashion setting up a vintage clothing stall with a loan from the Prince’s Trust. She sourced and imported vintage clothes from Canada and sold them from her busy market stall in east London. Most recently Amy was the Fashion Director of Cosmopolitan for four years. Here she successfully pioneered a new path for the magazine, seamlessly incorporating second hand clothes into cover shoots and fashion stories.

Within a fast fashion culture she has tirelessly promoted a more responsible, ecologically aware way of shopping and this is something she is extremely passionate about.  Amy’s love of second hand doesn’t stop with her work, she has bought and sold on eBay for over 20 years and dresses almost exclusively in second hand and vintage. She lives in a house furnished with an eclectic mix of furniture bought predominantly from eBay and her son now dresses top to toe in pre-loved too. 

Amy has styled celebrities such as Jonathan Van Ness, Lena Dunham, Dua Lipa, Sophie Turner, Rita Ora, amongst many others. Amy also previously worked at Elle and InStyle, and styled fashion stories for iD, Glamour and The Sunday Times Style. Instagram - @amybannermanstylist