Project: Love Island

Coupling reality viewers with sustainable fashion choices 

With 10,000+ items of clothing sent to landfill every five minutes; fast fashion needs to slow down. As eBay became Love Island’s first ‘pre-loved’ fashion partner, it was a perfect opportunity to inspire millions to make sustainable fashion choices.

01The Context

13 million items of clothing go to UK landfill each week. Second-hand clothing giant, eBay wanted to use its Love Island partnership to take pre-loved mainstream.

02The Move

To make eBay’s Love Island partnership famous, to change perceptions of eBay’s fashion credentials, and to inspire millions to consider second hand clothing.

03The Action

We partnered with ex-Cosmopolitan fashion editor to curate the ultimate Love Island wardrobe. We sold the pre-loved dream to Islanders, influencers and media.

04The Impact

884 pieces of coverage. Three standalone articles in Vogue plus features in The Guardian, HELLO!, Grazia and many more. We got the nation talking about pre-loved.

Let’s talk

Ready to make an impact? Build something brave? Let’s do it together.

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