eBay UK have confirmed their 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% 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% (18%) 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% on eBay UK whilst the All Stars season aired. Searches for ‘love island outfits’ also surged by 4000% 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 Gautier 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% discounts on Imperfects items and eBay’s Authenticity Guarantee to instil confidence when buying sneakers.

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.

– Jemma Tadd, Head of Fashion, eBay UK

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!

– Mike Spencer, Creative Director of Love Island, Lifted Entertainment

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.

– Bhavit Chandrani, Director of BE Studio, ITV

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