Idea
To understand what was fuelling the fast fashion economy, we looked to one of the UK’s biggest and most talked-about fashion properties. A TV show that makes and breaks fashion trends amongst the exact Gen Z and Millennial audience eBay wanted to target. ITV’s Love Island.Now in its eighth series, the show had previously been sponsored by fast fashion brands for the first seven. The items islanders were wearing were selling out in minutes.We harnessed the power of Love Island and re-wrote the narrative. Using product placement throughout the show, islanders were dressed in stylish pre-loved looks, with viewers able to bid on shoppable edits of looks like those seen on screen.Co-branded TV and video ads and Twitter content celebrated the looks and embedded pre-loved fashion into the conversation of the moment.