eBay in Love Island-first, opens stars' wardrobe for fans to share

By

Sandra Halliday

Published
May 24, 2024

Watch the contestants, see inside their wardrobes, be inspired to buy pre-owned pieces. eBay is going to give Love Island fans access to the participants’ shared closet for the first time.

Featuring pieces from the villa and Islander-inspired clothing, ‘The Nation’s Shared Wardrobe’ (NSW) will open on 5 June in London’s Shoreditch, to “bring fans even closer to coveted Islander style”, the online retail giant said ahead of the debut. 

With the NSW, guests can browse “iconic” Islander pieces, select a pre-owned item inspired by Villa fashion to rewear, and get styled by eBay’s Pre-Loved Style Director Amy Bannerman then take home their own pre-owned item from the Villa wardrobe.

It follows a trend of online specialists getting physically closer to shoppers in selected fashion-linked locations with brand such as Boohoo and Shein having launched initiatives in recent seasons and years.

eBay’s activation is particularly interesting given its connection to the show and its focus on secondhand.

Pieces include Tasha Ghouri’s yellow Versace two piece reworn by Olivia Hawkins, and the red Jean Paul Gaultier co-ord worn first by Ghouri and then by Liberty Poole.

How does it work? 

Visitors (and a friend) are encouraged to bring an item they’ve previously worn but no longer love, and get a ‘new to you’ pre-owned item from the wardrobe; Bannerman, will be styling attendees in an item they love with fashion including House of CB tops and Rat & Boa dresses;  ticket-holders will also get a first-hand look at a number of archive pieces worn by Islanders on the show. 

eBay’s Pre-loved Ambassador and Islander Tom Clare will open the wardrobe, and a Colorologist will also help fans “look and feel their best”. 

“Now that fans can access buying and selling pre-loved fashion for free on the platform, eBay is encouraging the nation to take inspiration from the Islanders and embrace re-wearing”, eBay said of the scheme’s underlying message.

Bannerman added: “By opening up the coveted Love Island wardrobe to fans, we’re proving the power of circular fashion.”