How reality celebrities influence young shoppers

In the last three years, Love Island partnered with the online fast fashion brand I Saw it First, which sponsored the show and provided clothing for the contestants. This year, eBay hosts Love Island, and the contestants are dressed in secondhand clothes on screen.

The change will be welcomed by sustainability advocates who have criticized the show’s promotion of fast fashion. During a Love Island commercial break in June 2019, Missguided, an online fashion retailer, advertised a PS1 Bikini. The bikini was promoted by former Love Island contestants, which cemented the link between fast fashion and reality TV.

This article is a part of Quarter Life. It’s a series of articles about issues that affect those of us who are in our 20s and 30s. The challenges of starting a career, taking care of your mental health, and the excitement of having a child or adopting a pet are all part of the Quarter Life series. These articles explore questions and provide answers to help us navigate through this turbulent time in our lives.

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Excessively low price points encourage a throwaway culture by implying that clothing has no value. Missguided said the £1 bikini was a promotional item “sourced to the same high standards as all of our other products” and that the company absorbed the production cost as a gift to customers.

Obviously, partnering up with eBay will not discourage overall consumption. Love Island viewers can explore eBay’s preloved fashion via the Love Island official app. They can then purchase outfits similar to those they see onscreen. This sponsorship could encourage people to buy secondhand clothes while the show airs over eight weeks.

Influencing shopping habits

After leaving the villa, influencers will be created who could form lucrative partnerships with fast-fashion brands. Millie Court won last year and has since launched a collection. Molly Mae Hague is the contestant who has had the greatest commercial success. She signed with Pretty Little Thing and was named as their creative director in 2021.

Love Island contestants, as well as other reality stars, are followed by young consumers on social media. This influences their fashion choices. After appearing on TV, these celebrities continue to promote fashion brands via their platforms. Many shoppers look to reality stars as fashion inspirations and report being influenced by digital influencers in making purchase decisions.

Love Island has a particularly powerful following in the UK. In 2018, 80,000 people applied to be on the show. Only 19,400 applied to the University of Oxford in the same year. You can earn more money in your lifetime by appearing on Love Island.

Even a brief stay in the Love Island Villa can lead to lucrative fashion deals. ITV Plc

Contestants often leave the show having over one million followers on their social media accounts. Brands pay contestants to promote their products. This has led to a change in values among the younger generation, who are influenced by the instant successes of reality stars.

Influencers and reality celebrities use social media to get their followers to buy the clothes they promote with a click of a button. Fast fashion is a popular choice because it offers instant gratification without having to go to a high street.

Fast fashion on the planet

The negative environmental effects of fast fashion are well documented. According to estimates, the UK sends more clothing per person to landfill than any other country in Europe. Fast fashion clothes are often not made of single fiber materials and cannot be recycled. We keep buying clothes despite the fact that fashion is damaging our planet.

The environmental impact of fast fashion is well-documented. Sundry photography / Shutterstock

Fast fashion is often affordable and not of high quality. It is also often lacking in durability or long-lastingness. It’s also resource-intensive and takes a long time to degrade in landfills.

It is possible to be both environmentally conscious and love fashion. The secondhand clothes market has grown in popularity due to changes in consumer values and vintage inspirations that are used by fashion designers today.

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