The U.K.’s fan-favorite reality show Love Island has dropped its fast-fashion sponsor in favor of eBay. Love Island is known for driving fast fashion sales, and while many contestants fail to find love, but do go on to sign deals or design collections with fast fashion brands as well as become fashion influencers. Last year’s winner Millie Court, for instance, shot up searches 127% after wearing a one-shoulder marble dress from ASOS, and 114% when she appeared in a hot pink co-ord from the same brand. Meanwhile, former contestant Molly-Mae Hague is now the creative director of fast fashion retailer Pretty Little Thing. But as young consumers become increasingly eco-conscious, they’re shifting their fashion shopping away from fast fashion and toward more sustainable options—and they’re calling out brands that aren’t catering to their values. Love Island has faced such backlash, causing them to drop I Saw It First and Missguided as sponsors. In their place, they’ve inked a deal with eBay to deck this year’s contestants out in preloved clothing. (Vogue Business)
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