This year, sustainable fashionistas rejoice, as the UK’s beloved Love Island has teamed up with second hand platform, eBay. This means that the islanders will be dressed in pre-loved looks from eBay throughout the series. But, which brands have dressed the Love Island cast in the past?
Alongside I Saw it First, JD Sports collaborated with Love Island as the official activewear brand for the series. Both brands stated how they share a similar ethos, target audience and values.
The fast fashion giant received a monumental 254% increase in Instagram followers through the Love Island partnership. Each week, the I Saw it First website would display the outfit roundups for the week, encouraging viewers to replicate the outfits worn on screen . After the show, I Saw it First has released collections with ex-islanders Molly Smith and Olivia Attwood. However, the fast fashion label was dumped this year, to make way for a more sustainable alternative.
The fast fashion giant making headlines for almost collapsing into administration last week was the sponsor for Love Island in 2018. During the Love Island year of Dr. Alex and Dani Dyer, Missguided sales rocketed by 40% when the show was on air. On the Missguided website, the public could shop their favourite girls’ outfits shown on screen.