Love Island Ditches Fast Fashion For Summer 2022
Ebay UK has sponsored series 9 of Love Island in a bid to end fast fashion.
The show that has dominated every British summer conversation for the last eight years has made a giant leap away from fast fashion. Hit dating show Love Island has been sponsored by various fast fashion brands such as Missguided, Boohoo and I Saw It First since it first aired in 2015.
The news that the 2022 series will be sponsored by second hand selling website Ebay has taken many by surprise, especially since former Love Islander Molly-Mae Hague was made creative director of Pretty Little Thing earlier this year. The brand has been under fire recently for the exploitation of workers in their supply chains, with accusations of garment workers in Leicester being paid £3 per hour and other climate related issues.
Every year beautiful but often botched young women become celebrities and trendsetters for the summer, allowing the fast fashion brands they sign contracts with to dictate the wardrobes of every girl in Britain. Jemma Tadd, head of fashion at Ebay UK explains the intention of the partnership by stating “The impact of Love Island and its stars across the UK is undeniable and together we want to inspire the nation to choose preloved first when shopping”.
The relationship between the show and fast fashion is as discreet as the ones seen on the dating show, even former islander Brett Staniland said, “the show is symbiotic with fast fashion”. However, this year will look drastically different. Instead of being sent wardrobes of questionably made clothes the young singletons will be choosing their wardrobe from a collection of pre-loved items curated by celebrity stylist Amy Bannerman, who has styled stars such as Dua Lipa and Jonathan Van Ness.
Ebay’s sponsorship of Love Island is certainly a step in the right direction and will likely be approved by much of Love Island’s audience as the highest consumers of second-hand clothes are those aged 18 – 34. The partnership is a huge step towards the more sustainable future of fashion, so lets hope that charity shop chic is here to stay!
Could summer 2022 be the end of fast fashion? Tune in to ITV in June to find out.
Up Next, Molly Mae’s Pretty Little Thing Show Met By Protesters
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