ITV announces eBay UK as headline sponsor for Love Island S11, marking fifth series of partnership as pre-loved continues to turn up the heat

• 65% of Gen Z buying pre-loved fashion as a result of the Love Island effect 
• Searches for pre-loved Islander-inspired outfits up by 4000% on the marketplace
• The first season where buying and selling pre-owned fashion is free on eBay UK

Today, eBay UK confirms its return as headline sponsor for ITV’s Love Island Season 11. This marks eBay’s fifth consecutive season in partnership with ITV, spotlighting the power of pre-loved fashion on millions of screens nationwide.

Consumer behaviours are notably shifting in favour of pre-loved fashion: 65 percent of Gen Z now go out of their way to buy pre-loved or try to buy pre-loved where possible. This is up by almost 20 percent (18 percent) compared to before the partnership first being brokered in 2022.

This increased appetite for pre-loved has been seen on the marketplace, as searches for ’love island pre-loved’ increased by over 600 percent on eBay UK whilst the All Stars season aired. Searches for ‘love island outfits’ also surged by 4000 percent during the same period.

As the very first Love Island season where both buying and selling pre-owned fashion is free on eBay UK, it’s the perfect time to cash in on unworn items to fund “new to you” pre-loved outfits inspired by the Islanders. With the average consumer potentially sitting on £400 of unworn items, it’s worth exploring top-selling fashion brands like Louis Vuitton, Zara, and Marks & Spencer, along with other sought-after items such as Levi’s 501s, Wrangler men’s jeans, and Ralph Lauren t-shirts that may be tucked away in wardrobes.

Amy Bannerman, eBay’s Pre-Loved Style Director will once again be sourcing fashion from eBay, alongside the Love Island styling team. A curated selection of pre-loved clothing, authenticated sneakers and garments from eBay’s Imperfects range will head to the villa wardrobe. Including memorable pre-loved fits such as the red Jean Paul Gaultier co-ord and Versace yellow skirt co-ord, both originally worn by Tasha Ghouri and reworn by other Islanders across the series.

Fans can shop the villa looks through a dedicated Love Island fashion hub on eBay UK, benefitting from up to 60 percent discounts on Imperfects items and eBay’s Authenticity Guarantee to instil confidence when buying sneakers.

Jemma Tadd, Head of Fashion, eBay UK, commented, “We’ve seen attitudes shift in favour of pre-loved through each season of Love Island but there is more work to be done as shoppers still look to fast fashion for the latest trends.

Pre-loved fashion can be timeless, luxurious, and the ultimate style statement – we’ve seen in the Villa Islanders re-wearing fabulous pre-loved fits time and time again. This Summer, I’m encouraging the nation to take advantage of free buying and selling on eBay to make their wardrobe better than new.”

Mike Spencer, Creative Director of Love Island at Lifted Entertainment, said:  “Love Island is back for its 11th series, and with it we welcome back eBay as our headline sponsor and pre-loved fashion partner. We are so thrilled to see eBay’s pre-loved fashion continue to be loved and worn, and re-worn (!), in the villa by our islanders, all via the shared wardrobe and the re-list me drawer we designed for the partnership. Alongside this we are continuing to work up new ways to showcase the pre-loved items, as we continue to influence and shift perceptions as a result of the partnership. Roll on Love Island this Summer!”

Bhavit Chandrani, Director of BE Studio from ITV, said: “I am thrilled that eBay will return as our headline sponsor for Love Island this Summer. After a brilliant 5 series’ of partnership, the pairing continues to thrive with a truly 360 campaign featuring broadcast, streaming and app sponsorship, bespoke influencer and social content, and of course, eBay pre-loved clothing worn by islanders throughout the show.”

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