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

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

eBay UK has announced 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 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 percent year on year. The impact of the sponsorship is clear as every minute, five pre-loved dresses, two pairs of pre-loved jeans and eight 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 percent over a one-month period from May to June 2023, while searches for  ‘pre-loved fashion’ surged by more than 335 percent 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 percent 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’.