We use cookies to offer an improved online experience and offer you content and services adapted to your interests. By using our website or clicking “Accept”, you are agreeing to our Cookie Policy. If you do not wish to allow cookies please disable them in your browser settings. Cookie consent.

Fans searching 700% more for pre-loved fashion on eBay

Hitting the halfway point of this year’s Love Island - it’s official: pre-loved fashion has become the Islanders' type on paper and the nation’s too, as searches for Islander inspired pre-loved looks have sky-rocketed on eBay.


Since the announcement, the marketplace has seen 700% more searches for ‘pre-loved fashion’ as shoppers look to get in on the action. While on Google, there has also been 756% more searches for ‘ebay preloved clothes’ and 660% more for ‘pre-loved’, compared to last month. Overall we see more people talking about pre-loved fashion than ever with 935% more mentions of ‘pre-loved fashion’ recorded across all online platforms than during the same time last year.

It’s still early days but we have already seen a shift in consumer shopping habits since the first episode hit our screens just four weeks ago. Searches for pre-loved are peaking and conversation around the fashion worn by the Islanders continues to grow. Through this partnership we of course wanted to get people talking about pre-loved, but more importantly we wanted to see people thinking and acting differently - and we're delighted to see that change coming to life. Jemma Tadd, Head of Fashion at eBay UK

Along the way, the Islanders' individual styles have emerged and pre-loved fashion is proving a way to express their unique personalities.

Rounding up what’s been hot so far, the Islanders have donned pre-loved fits from some of their dreamiest designer brands, ranging from Jacquemus, I AM GIA and Tommy Hilfiger, to Gucci, Moschino and vintage Versace. 

Showing pre-loved can look good no matter the price tag, some bargain pre-loved picks have included a Couture Club Satin Bomber Jacket for just £8 and a £10 white trouser suit with halter waistcoat. While at the other end of the spectrum, stand-out pricier pieces have included a £250 Gucci tiger bowling shirt sported by Luca and a Hervé Léger dress for £380 as seen on Ekin-Su.

Keep up to date

Keeping up to date with the latest insights and inspiration from ITV Commercial is easy

Stay in the loop