They're always seen wearing stylish 'fits on screen, so does Love Island provide clothes for the contestants to wear? Because if there's one thing that rivals the dramatic break-ups and recouplings on Love Island, it's the contestants (and Maya Jama's, obvs) impressive looks, day-in, day-out—whether they're sitting round the fire pit, or out on a date.
And it's a valid question considering that the suitcases the Islanders bring with them seem rather light for several weeks, or sometimes months, in the villa. Not only that, but the contestants—particularly the women—often seem to have a new outfit every night, so just where are they getting all of their impressive 'fits from?
Though we're always excited to see what the singletons pick to wear on the show, things were shaken up massively for Love Island 2022, as the show pivoted to a more sustainable approach (more on that later). Because, while their relationships may not last (although these Love Island UK couples are still together)—their swimwear and on-trend clothing definitely should.
Does 'Love Island' provide clothes for contestants?
The Islanders are welcome to wear their own clothes on the show, but in almost all previous years, they've also been gifted outfits for the villa. This ensures they always look amazing, and never run out of options during the weeks away from home; whether they're heading out on a glam date or want to relax during the evenings.
Every season, many of the glam looks are supplied by Love Island's official partner, which for three seasons—until 2021—was the clothing brand I Saw It First. Other brands who opted to send in clothes in previous seasons include PrettyLittleThing and Oh Polly.
However, the Love Island fashion sponsor for the last few years has been eBay, as the show opts for a more sustainable approach.
A representative Oh Polly previously told OK! all about the process of dressing the contestants: "Each Islander takes in their own product and obviously wants to make sure [it] makes them look their best and reflects their personality." They also work with the Islanders in advance of the series starting, and revealed that they often get requests for items from spokespeople of those preparing to enter the villa.
Although the show doesn't have a specific dress code, allowing the Islanders to get creative with their outfits, there is one rule: they can't wear any branded clothing or footwear, with the exception of the brands that sponsor the show.
This was the case with the "R" logo of Rewired, which was embossed onto items such as hats, hoodies and T-Shirts used by some of the contestants in the 2021 line-up.
In past years it's proven financially smart for brands to help dress the contestants. The Independent reported in 2021 that the show can draw an audience of three million per episode, meaning it's great advertising reach for the brands worn by the singletons. Indeed, I Saw It First saw a 67% increase in sales and a 254% boost in Instagram followers during the 2019 series. And 2021's winner Millie Court triggered a 127% spike in online searches for “marble dress” and a 114% rise in “hot pink co-ords” as viewers tried to replicate her outfits.
Who is the fashion sponsor for Love Island in 2023?
Love Island UK season eight, in 2022, began the process of the show taking their fashion sponsorship journey in a very different direction. This time, they teamed up with eBay, meaning Islanders were given a wardrobe of second-hand clothes to wear instead. The move to support sustainable fashion came after criticism of Love Island's past partnerships, as fast fashion brands are often accused of encouraging a disposable attitude toward their clothes.
Of the news, Mike Spencer, the executive producer of Love Island, said: “As a show, we strive to be a more eco-friendly production with more focus on ways in which we can visibly show this on screen. This partnership will see our Islanders get to dive into the shared wardrobes, and help themselves to some incredible preloved clothes sourced from eBay.”
Jemma Tadd, head of fashion buying at eBay, also said: “Love Island is a worldwide phenomenon, nobody can deny it. It’s a really exciting opportunity for us to change the conversation around fashion. I really hope that is going to lead to meaningful change in the industry.” Yay for the planet!
eBay has returned to sponsor both the summer and winter series of the show for 2023. And in fact, eBay has recently been announced as 'headline' sponsor for the show.
eBay's pre-loved style director, Amy Bannerman, is the person sourcing fashion items from the brand for the season 10 Islanders.
Of the news, eBay UK general manager Eve Williams said that she hopes it encourages people to be more sustainable with their shopping.
“After being the pre-loved fashion partner for Love Island for the last two series, becoming headline sponsor feels like a natural next step in helping us continue to encourage more conscious shopping behaviours across the UK. With Love Island on air every night, we hope the incredible eBay outfits in the shared wardrobe will inspire even more people to think pre-loved first."
We couldn't agree more!
