ITV takes the plunge and “couples up” with Ebay to dress love island contestants in pre-loved clothing

Did you miss the coupling up of the season? 

ITV have announced their drastic new partnership with Ebay as a step in the “sustainable” direction by dressing their contestants in “pre loved” clothing. For the last three years, fashion company “I Saw It First” – which sells clothes for as little as £2.80 – has sponsored the show and provided clothes and accessories for contestants.

There is no doubt about the influence that outfits worn in the show gain (good or bad) even more so now as we approach the likes of festivals such as Wilderness and Glastonbury with consumers searching for bargains in light of the recent impacts on inflation. “I Saw It First” had a 67% increase in sales and a 254% increase in Instagram followers in 2019. 

When contestant and social media influencer Molly-Mae Hague wore one of their dresses, it sold out in 10 minutes. And in fact earlier this year, fashion brand “Pretty Little Thing”, who Mae is a well known brand ambassador and now creative director for, has announced the launch of a second hand market place which is a clear sign that she can no longer ignore the problems associated with fast fashion. This sends a clear message to influencers: take the plunge or get left behind.

While margins have always seemingly been at the forefront of the high street, the “circular” economy is certainly not afraid to compete with fast fashion economy; the circular economy is predicted to be worth a total of $5 trillion dollars with technology clearly helping drive growth. ITV have now also introduced a “stop the show” mechanism on the love island app which allows viewers to find the exact piece of clothing islands are wearing which is an encouraging use of how technology is assisting us with the move towards sustainable fashion. E-commerce luxury retailer Farfetch is another great example of an online marketplace who readily sell luxury goods at a substantial discount as part of their pre-owned range. 

As selling second-hand clothing becomes more popular, it is even more important to be aware of your rights as a consumer. Second-hand goods bought from online retailers are covered by the Consumer Contracts Regulations and you can choose to cancel the order from the moment you place your order up to 14 days from the day you receive it. You'll also be covered by the Consumer Rights Act, which states that goods must be as described, fit for purpose and of a satisfactory quality. Buyer beware if you’re buying from a private seller - they don't have to draw attention to defects.

While it is yet to be seen whether society at large really will “eat, sleep, rewear and repeat” their outfits, it is definitely a step in the right direction.