In 2019, Love Island’s 3 million viewers helped drive Isawitfirst’s sales up 67% and pushed its Instagram

Clearly, with the series now set to focus on pre-owned fashion pieces, consumers won’t be able to place orders for the specific items, however overall trends are still likely to make an impact.

The show airs next month and has signed the deal with eBay after receiving criticism from sustainability advocates for encouraging what often now seems like an outdated attitude to fashion and its throwaway nature.

Contestants on the ITV show will also wear their own clothes this season as part of them being encouraged to take an “eat, sleep, rewear, repeat” approach.

Love Island executive producer Mike Spencer 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.”

eBay’s head of fashion buying Jemma Tadd added that the importance of the show and its appeal to young consumers mean it has the power to change their views of secondhand

“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.”

In fact, it may not be a tough call to convince the show’s young demographic of the virtues of secondhand. eBay research showed that around 22% of the clothes owned by people aged 18 to 34 are secondhand, the highest percentage of any age group. And 80% of Gen Z have bought secondhand recently.