Today, Love Island has announced that they will be ditching their fast-fashion sponsor, ‘I Saw It First’. Instead, they will be coupling up with eBay UK, the pre-loved online marketplace. This exciting collaboration is a huge step in the right direction in changing the way people shop for clothes and comes following a recent study that confirmed that shoppers in the UK are becoming increasingly more aware of the detrimental effects of fast fashion.
In response to the new partnership, Love Island’s Executive Producer, Mike Spencer, has revealed that he is “thrilled to be pairing up with eBay this year as our pre-loved fashion partner. As a show, we strive to be a more eco-friendly production with more focus on the way in which we can visibly show this on-screen”. The collaboration will mean that this years Love Island contestants will share a wardrobe filled with pre-loved clothing with the incentive to influence viewers to extend the life cycle of clothes. Viewers will also have the opportunity to ‘Shop the Show’ on the official Love Island app, enabling viewers to explore eBay’s preloved fashion.
Why is fast fashion so bad?
Fast fashion, for a long time, has been appealing to many shoppers because it is cheap and trendy. However, it creates a significant amount of environmental damage. The fashion industry is responsible for 10% of global CO2 emissions each year as they use cheap, toxic dyes and plastic-derived materials. To put that figure into context, fashion produces more environmental waste than all international flights and maritime shipping combined.
In addition to the negative environmental impact, fast fashion is also at the centre of a human-rights controversy. Fast-fashion exploits factory workers and children, paying them below the legal living wage and forcing them to work long hours in poor conditions. Factory workers are also exposed to carcinogenic chemicals due to the thousands of synthetic chemicals they breathe in on a daily basis.
In light of this, recent research found that 20% of Brits are now buying more pre-loved fashion items than fast fashion, and in the last year; searches for second-hand clothes on eBay have increased 8X. Gen Z in particular is the driving force behind this staggering statistic, with 80% confirming that they have recently purchased pre-loved goods. Therefore, it seems that eBay’s partnership with Love Island could not have come at a better time.
Speaking in response to the announcement, Eve Williams, eBay’s Chief Marketing Officer, announced, “we are excited to be partnering with Love Island this year, as the show’s first pre-loved fashion partner and to flip the conversation around fashion. We believe that by joining forces with this incredibly influential programme, we’ll inspire the nation to think differently and make more conscious choices when it comes to their wardrobe.”
Hopefully, Love Island's collaboration with eBay will inspire other highly influential companies to make the switch to a more sustainable wardrobe.
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