ITV announces eBay UK as sponsor of first Love Island All Stars series to give love and fashion a second chance

Press Release

As familiar faces get a second chance at love, the partnership aims to inspire consumers to give fashion a second chance too.

eBay UK announces that it will be the headline sponsor for ITV’s first-ever Love Island All Stars series. As contestants from series past get a second chance at love, they’ll also be giving fashion a second chance by wearing pre-loved outfits curated by eBay.  

eBay, the UK’s number one destination for pre-loved fashion*, has consistently showcased the power of pre-loved on millions of screens since its Love Island partnership began in 2022. Demand for pre-loved continues to gain momentum, with UK pre-loved listings growing by nearly 30% year on year.** The impact of the sponsorship is clear as every minute, 5 pre-loved dresses, 2 pairs of pre-loved jeans and 8 pre-loved tops are sold on eBay in the UK.***

Following the last season of the show, during which eBay set out to combat a single-wear summer, searches for ’love island pre-loved’ witnessed a rise of over 2230% over a one-month period from May to June 2023, while searches for ‘pre-loved fashion’ surged by more than 335% during the same period.**** Google reflected a similar trend, with ‘pre-loved’ peaking when the season started.*****

Reaching millions of Gen Zs and millennials through the TV show, eBay will continue to demonstrate the value of pre-loved fashion on and offscreen - all the more important amidst the cost of living crisis - while maintaining ultimate style. eBay’s Imperfects range, which offers non-new clothes from over 100 high-street brands and designers, will be featured in the islanders’ wardrobe. The Imperfects range is available online at discounts of up to 60% off.

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 All Stars cast. Alongside a curated selection of pre-loved clothing, a selection of pre-loved authenticated sneakers and garments from eBay’s Imperfects range will also be heading to the villa wardrobe.

Jemma Tadd, Head of Fashion, eBay UK, commented,“I'm thrilled to continue eBay’s partnership with ITV to be the headline sponsor for the new Love Island All Stars series. Our collaboration with one of the UK’s most iconic TV shows has successfully ignited a pre-loved boom and brought it into the mainstream.”

Mike Spencer, Creative Director of Love Island at Lifted Entertainment, said:  “We are thrilled that eBay will be the headline sponsor of our first ever Love Island All Stars series. Building on a great two-year partnership with eBay, we can't wait to see their pre-loved fashion enter the All Stars Villa. As a production, we are continuing to work up new ways of showcasing pre-loved items in the show, as well as representing a conscious fashion cycle. We are excited to be elevating this in Love Island All Stars, coming in 2024.”

Bhavit Chandrani, Director of BE Studio from ITV, said: “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.” 

eBay will be running a series of idents during the ad breaks throughout Love Island All Stars, including catch-up shows like ‘Unseen Bits’. 


Notes to Editors

*GlobalData Report prepared for eBay, July 2023, based on 2022 market share

** eBay internal data from October 2023

  • eBay UK has witnessed pre-loved fashion listings increase by nearly 30% year on year

***eBay internal data January to September 2023

  • eBay UK saw 5 pre-loved dresses, 2 pairs of pre-loved jeans and 8 pre-loved tops being sold on the platform since the partnership

****eBay search data from May 2023 vs June 2023

  • eBay UK has revealed that searches for ‘pre-loved fashion’ increased by more than 335% once season 10 aired, compared to the month prior 

***** Google search trends from May 2023 vs June 2023

About Sneakers Authenticity Guarantee on eBay

eBay launched its Authentication Guarantee for Sneakers in June 2021 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 or leather, with the product’s collateral (sneaker box) also being reviewed.

About Imperfects on eBay

Imperfects is the fashion equivalent of 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 they did not meet the manufacturer's 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, environmentally 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, and 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 

About the eBay x Love Island Partnership Brokerage 

The eBay x Love Island partnership has been facilitated by media agency EssenceMediacom. EssenceMediacom has played a key role in driving both the fashion and headline sponsorships forward, working closely with ITV and eBay to conceptualise and manage the agreement to help this collaboration bring pre-loved to the fore for a new audience.