eBay UK has announced its return as the headline sponsor for ITV2 and ITVX’s Love Island: All Stars Season 2, continuing its mission to promote pre-loved fashion on prime-time television. For the sixth consecutive series, Islanders will be dressed head to toe in second-hand outfits curated by eBay’s Pre-Loved Style Director, Amy Bannerman, highlighting the potential of sustainable fashion.
As the show’s official fashion partner, eBay will once again fill the villa with pre-loved clothing, blending high-street and high-end designers. The shared wardrobe includes contemporary favourites like House of CB, Rat & Boa, and Poster Girl, as well as luxury items such as a Jean Paul Gaultier co-ord famously worn in previous seasons. Returning fan favourites will be restyled alongside fresh additions to the villa wardrobe, giving new life to iconic pieces.
Jemma Tadd, Head of Fashion at eBay UK, emphasised the partnership’s goals:
“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.”
eBay’s ongoing collaboration with Love Island has had a noticeable impact on shopping habits. Since the summer 2024 season alone, searches for “pre-loved fashion” on the eBay platform have risen by over 400%. Research also shows that Gen Z is leading the shift, with 71% now embracing second-hand shopping.
Mike Spencer, Creative Director of Love Island at Lifted Entertainment, shared his excitement:
“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.”
The partnership aligns with eBay’s campaign encouraging people to sell their unworn clothing and embrace a fresh start in the new year. Research highlights that the average UK shopper holds on to £400 worth of unworn clothes, creating an opportunity for buyers and sellers to refresh their wardrobes sustainably.
Bhavit Chandrani, Director of BE Studio from ITV, also commented on the partnership’s success:
“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.”
The Love Island: All Stars collaboration offers a platform to showcase the benefits of pre-loved fashion while reinforcing eBay’s commitment to sustainable shopping. Viewers will be able to shop villa-inspired outfits directly from eBay’s Love Island Hub, giving them a chance to join the pre-loved revolution.
