Fast Fashion is Dumped from Love Island

Reality TV show staple Love Island to dress Islanders in 'preloved' clothing rather than throwaway garments

Imogen Clarke
1st June 2022
Image: Instagram @ebay_uk

In a surprising turn of events, Love Island has replaced the likes of I Saw it Firs and Missguided with Ebay as its sponsor. Surely this can mean only one thing: wearing pre-worn clothes, and wearing them again and again, is now on trend. In fact, Islanders will now 'peacock about the villa' is an assortment of preloved garments sources from Ebay. Perhaps in the future, Love Island might spread their feathers to resale apps Depop, Vinted, or even charity shops. Then again, that would mean less for the rest of us!

'A relationship... is on the rocks' becomes 'fast fashion... is on the rocks'

So, 'a relationship... is on the rocks' has turned to 'fast fashion... is on the rocks.' With over 3 million viewers last season, Love Island certainly influences the predominantly young people who watch. Just look at Molly-Mae, last year's runner up who is now the largest Instagram influencer in the UK. So, the show making any move towards sustainable fashion is surely a good thing. In previous years, viewers have seen contestants wear multiple outfits and skimpy swimwear sets per day, only for them never to be seen again. One ex-islander revealed that contestants were sent 'duffel bags' of clothes every three to four days, as well as being given £500 to spend at the sponsor before entering the villa. Yes, Islanders do return any clothes borrowed to the sponsor after the show, but like most fast fashion returns, they are likely thrown away.

Image: Instagram @mollymae

Will the change be more than just greenwashing to appease viewers?

This year though, I imagine contestants will have to rewear garments, due to the lack of volume when it comes to used, rather than quickly produced clothing. However, a large resale company like Ebay may find ways to get around this fast fashion ban. Perhaps buying up, then re-selling, fast fashion as 'used' to Love Island. As we know, new clothing still creeps onto Depop, for example. Will the change be more than just greenwashing to appease viewers? The show has faced increasing criticism for promoting throwaway fashion habits.

Image: Instagram @loveisland

Fast fashion is becoming a more common addiction every year

And such criticism has foundation, fast fashion is becoming a more common addiction every year. On social media, and on their websites, brands tell us we need a parcel every day to be happy. However, this happiness is often limited one wear. Reality shows like Love Island show viewers contestants who appear to thrive off of fast fashion looks. We see them and think we need to buy their outfits to thrive like they are. Last year, Love Island even had an accompanying app that would link viewers directly to the outfit seen on screen, encouraging hasty purchases. The show is 'symbiotic' with fast fashion, with related searches of islander's outfits dramatically increasing as soon as they are screened.

Image: Instagram @loveisland

This summer of love though, things seem to be changing, as the show moves towards 'more eco-friendly production', according to executive produce Mike Spencer.

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