Love Island 2022 will see contestants ditching fast fashion in favour of second hand clothes

When you think about Love Island, the words “it is what it is”, “my type on paper”, and the dreaded “Casa Amor” probably come to mind. Over the past few seasons, the hit show has also become synonymous with fast fashion, AKA flimsy, low-quality garments that are rarely worn more than once. 

The show is renowned for driving fast fashion sales, with last year’s winner Millie Court proving to be one of the show’s top influencers: her one shoulder marble dress influenced 127% more searches for ‘marble dress’ and her linen hot pink co-ord caused 114% more searches for ‘hot pink co-ord’. Not to mention season five runner-up Molly-Mae Hague, who was recently appointed Creative Director of Pretty Little Thing. 

Thankfully, Love Island is finally switching things up and no, we’re not talking about a new recoupling format; we’re referring to the news that for the first time ever, Love Island contestants will wear second hand clothes in the 2022 season. Pretty major, if you ask us. 

As part of the show’s sustainability efforts, Love Island has announced a new partnership with eBay UK, meaning Islanders will wear pre-loved clothes this season, with a shared wardrobe situated in the new villa for the first time ever. 

Mike Spencer, executive producer of Love Island, explained the rationale behind the change, saying, “We are 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 ways in which we can visibly show this on screen. 

“This partnership will see our Islanders get to dive into the shared wardrobes and help themselves to some incredible pre-loved clothes sourced from eBay. We aim to inspire our demographic and show that there are incredible finds to be had and how sharing is, in some small way, caring.”

eBay UK has also recruited celebrity stylist Amy Bannerman, to style this year’s Islanders. Amy previously worked as the fashion director at Cosmopolitan UK, as well as styling fashion stories for GLAMOUR and The Sunday Times Style.

In last year’s Love Island, Brett Staniland – a sustainable fashion advocate and model – was the first contestant to challenge the show’s unsustainable attitude to clothes. He told Vogue Business:

“Before I entered the villa, I was offered £500 to spend with the show’s sponsor […] Once I was inside, I was delivered duffel bags full of free clothes every three or four days, which I also declined. It was mind blowing to see so many clothes worn once and then discarded. The show is symbiotic with fast fashion.”

He added, “I would love to see more sustainably minded contestants on the show to take this progress further. Maybe the winner will become a brand ambassador for Ebay instead of Boohoo.”

The collaboration follows new research and data from eBay, which reveals that UK shoppers are becoming increasingly conscious of fast fashion. A fifth (20%) of Brits admit that they buy more second-hand fashion compared to two years ago and reveal on average, that 16% of their wardrobes are made up of pre-loved clothes. The research also indicated that those aged 18 to 34 have the highest average percentage of second-hand clothes in their wardrobe (22%), nearly double that of over 55s (12%).

Jemma Tadd, head of fashion at eBay UK discussed the collaboration, saying, “We’re so excited to partner with Love Island this year and put pre-loved fashion, centrestage. The impact of Love Island and its stars across the UK is undeniable and together we want to inspire the nation to choose pre-loved first when shopping – even if this means buying or selling one or two pre-loved items to start with, it’s a step in the right direction.

“We can’t wait to change the conversation and dress the Islanders in pre-loved outfits for the very first time.”

For more from Glamour UK’s Lucy Morgan, follow her on Instagram @lucyalexxandra.