Has Love Island’s slow fashion approach inspired us to shop sustainably – or could they have done more?

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Love Island made the switch from fast fashion to slow, but have you? (Pictures: ITV / Rex / Getty)

Love Island has switched from promoting fast fashion brands to a more sustainable approach for this year’s series – but is it having an impact on the way we shop?

This year the ITV2 reality-dating show enlisted the help of sustainable stylist Amy Bannerman.

Amy has been busy styling the Islanders with the help of eBay and second-hand gems that are readily available to us all.

Hunting out the best buys and most stylish garments, Amy has nabbed labels galore for the contestants to don while in the villa.

From vintage Versace for Tasha, upcycled Calvin Klein for Danica and a preloved floral Gucci shirt for Luca – the Islanders have been looking stylish while promoting slow fashion in the process.

But has Love Island’s new sustainable approach inspired its viewers to make the leap into buying pre-loved?

Fans are divided by the outfits Islanders are wearing each evening, with one Twitter user writing: ‘I hate to say it but the outfits are doing nothing for promoting sustainable fashion.’

Undated handout photo issued by ITV of Love Island contestants as Monday's episode of Love Island featured a sustainable twist, with the stars of the villa donning pre-worn clothes for their Blue Party
Islanders wore pre-loved items for the Blue Party (Picture: PA)

Another was in favour of the Y2K inspired looks, writing: ‘This kind of sustainable fashion marketing from a show like Love Island is game changing.’

Lemon Fuller, CEO & Founder of Lemonade Dolls and slow fashion pioneer, thinks that the focus from the show on sustainability is great.

‘This can only have positive effects on its audience and the wider public conversation,’ she tells Meteo.co.uk.

Lemon went on to reveal that her company, Lemonade Dolls, has seen a spike in sales throughout June – something that follows on from the launch of Love Island series eight.

‘Although we can not be certain as to why, there’s no doubt that Love Island’s influence and partnership with eBay is helping and encouraging consumers to shop sustainably, eco-consciously and from local sources,’ Lemon added.

Lemon believes that Love Island’s partnership with eBay has the potential to influence consumers’ choices for the better.

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But she notes that change has to come from brands, not just consumers: ‘We can’t hide from the fact that the core issues around fast fashion, its negative impact on the environment and state of living, comes from within the core ethics of fashion labels.’

Some Love Island viewers and sustainable advocates think that the show could have ‘done more’ in the way of promoting the sustainable steps they have taken this year.

Lisa, a sustainable style advocate from The Low Waste Weekly, tells us: ‘While it’s great they’ve moved away from fast fashion as a main sponsor, they could push the fact the clothes are secondhand and openly speak about it more on the show. I solely only shop secondhand, not sure how many it will inspire.’

Sustainable fashion blogger Amy from Call Me Amy echoes Lisa’s thoughts, telling us that at first she was excited ‘because it’s such a positive step and great example to their huge audience’.

Undated handout photo issued by ITV of Love Island contestants as Monday???s episode of Love Island featured a sustainable twist, with the stars of the villa donning pre-worn clothes for their Blue Party. Issue date: Monday June 27, 2022. PA Photo. See PA story SHOWBIZ LoveIsland Clothes. Photo credit should read: ITV/PA Wire NOTE TO EDITORS: This handout photo may only be used in for editorial reporting purposes for the contemporaneous illustration of events, things or the people in the image or facts mentioned in the caption. Reuse of the picture may require further permission from the copyright holder.
Spot Luca’s shirt? That’s secondhand Gucci (Picture: PA)

But as a viewer of the programme she feels ‘a little disappointed that the partnership isn’t referenced more’.

‘I think they could have used the islanders’ voices in a really positive way, which is something we’ve not seen yet,’ she adds.

‘I’m fully expecting the islanders to come out and sign the same fast fashion deals as every year, in which case this positive step has the potential to be completely forgotten.’

Sustainable stylist Victoria was also excited to see Love Island partnering up with eBay, but she feels like eBay hasn’t received ‘anywhere near as much coverage as the sponsors of previous years’.

Which rings true, because usually you’re able to shop the exact items each Islander wears in the evening on the app, and the sponsor before the title sequence has previously been of the brand of clothing they all wear.

She added: ‘I do believe it’s a step in the right direction and the fact preloved fashion is being showcased on such an influential show is amazing progress, I just hope people get on board and see the potential in pre-loved.’

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