Prada by the pool?
For me, the biggest fashion story of the week isn’t Gucci’s cruise show, held in Puglia, nor is it Gisele Bundchen covering British Vogue for the first time in seven years. It’s something more momentous: eBay is to partner with Love Island, becoming the first second-hand clothing partner in the show’s eight year history.
Why does this matter? Whatever you think of the show, Love Island has clout: 3.3 million viewers watched it at its peak last year. More pertinently, the bulk of these viewers are teens and twentysomethings, the demographic most likely to hoover up fast fashion without giving a corset top about the planet. Previous brand partners have included Pretty Little Thing and I Saw It First.
The impact of Love Island and its contestants shouldn’t be underestimated. By partnering with eBay, the show is making a commendable effort to change viewers’ shopping habits, as well as changing the conversation around second-hand clothes, which aren’t always seen as desirable as a £14.99 tube dress from Shein. With Oxfam reporting that 13 million items of clothing go to landfill in the UK every week, the change can’t come a moment too soon. PRs should watch how Love Island unfolds and react quickly on behalf of any relevant clients, bearing in mind that if the fashion becomes more quirky and cool, it might attract a more sophisticated audience. With eBay in the frame, the opportunities for vintage pieces from high end brands to be featured are endless. Prada by the pool? Let’s see. Regardless, here’s to the winners taking their bows in vintage sunnies and Seventies swimwear that’s chic and sustainable.
What Laura Thinks…
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