Today, eBay UK announces its comeback as headline sponsor for ITV2 and ITVX’s second-ever Love Island: All Stars series, sending pre-loved fashion into the Villa for the sixth consecutive season. As part of its ongoing mission to get more people buying and selling pre-loved fashion, eBay will once again dress Islanders head to toe in second-hand fits, setting them up for a second chance at finding love.
Like this season’s All Stars cast, eBay’s Season 2 campaign will encourage the nation to start the new year with a fresh start, by letting go of unworn items and taking advantage of the fact it's free to sell pre-owned clothing on the platform*. With the average UK shopper holding onto £400 worth of unworn clothes, the New Year provides a perfect moment to reconsider your wardrobe and ultimately let your clothes find a new lease of life.
Since partnering with Love Island in 2022, interest in shopping pre-loved has continued to surge. Since the summer 2024 Love Island season alone, searches for ‘pre-loved fashion’ have increased by over 400% on the eBay platform. Research shows Gen Z is leading the charge with nearly three-quarters (71%) now embracing pre-loved fashion.
Over the past three years, the partnership has brought pre-loved fashion to prime time TV, encouraging everyone to give second-hand a first try and illustrating the incredible branded and designer fashion available on eBay. Curated by eBay’s Pre-Loved Style Director, Amy Bannerman, the Love Island shared wardrobe celebrates a mix of high-end designers and high street brands.
Evolving over the seasons, it features contemporary islander favourites like House of CB, Rat & Boa or Poster Girl to more luxury finds, such as the Jean Paul Gaultier co-ord, famously worn by eBay’s Pre-Loved Ambassador Tasha Ghouri in season eight, which was re-styled by stars Liberty Poole and Olivia Hawkins in their respective seasons.
Fresh looks will be going into this season’s shared wardrobe alongside fan favourites worn (and reworn!) by islanders in previous seasons. Viewers will be able to shop looks and pieces inspired by the villa fashion on eBay’s Love Island Hub.
Jemma Tadd, Head of Fashion at eBay UK, commented: “We started this partnership to show people the potential of shopping pre-loved, and the incredible assortment of fashion there is to enjoy on eBay. As we enter our sixth season of filling the villa with pre-loved gems, we’re striving to get viewers selling pre-loved, as well as buying, now it’s free to sell on eBay! We are proud to be making it easier for people to sell their unwanted items, keeping more clothing out of landfill and helping people make space for things they love.”
Mike Spencer, Creative Director of Love Island at Lifted Entertainment, said: “Love Island: All Stars is back after a hugely successful first series and we are delighted to be coupled up once more with our pre-loved partner eBay, for a 6th series together. Pre-loved clothing continues to have an important place in the villa, and we are excited to see how our All Star Islanders style this year's clothes! We're officially the biggest reality TV show of the decade, and 2025 promises to deliver more love, more drama, and more must watch television.”
Bhavit Chandrani, Director of BE Studio from ITV, said: “eBay's sponsorship of Love Island continues to have positive impacts both on-and-off screen, and we are delighted to have them return as our headline sponsor for Love Island All Stars S2, marking 6 series of partnership. With a truly 360 campaign, we are proud that the sponsorship continues to drive conversations and shift habits against key younger audiences. All Stars promises to brighten up January, and our returning islanders will have access to the amazing pre-loved shared wardrobe.”