Love Island winner Ekin-Su Cülcüloğlu has signed a deal to work with fashion brand Oh Polly. The deal is said to be worth around £1 million, which is believed to be the largest in the show’s history.
The Sun reported that Cülcüloğlu had chosen to work with Oh Polly because it “aligned with her own values of sustainability”, as opposed to fast fashion brands. However, when Good on You, the website that rates brands based on their ethical and sustainable values, rated Oh Polly in June 2021, it gives the brand an “avoid” rating, as does the former sponsor of Love Island, fast fashion. Pretty Little Thing brand.
Oh Polly aligns with environmental and ethical values. An environmental manifesto on her website reads: “We want to be transparent with our customers, open up the conversation about climate change, and show our commitment to a happier, healthier planet.”
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Cülcüloğlu used Oh Polly 27 times on Love Island this year, the most of any contestant. These items would have been second hand. This series featured a more sustainable wardrobe, with all items sourced from eBay. The site enjoyed a boost from this collaboration. A month after the series began, it had a 700% increase in searches for “pre-loved fashion”, while Google reported a 756% increase in searches for “ebay pre-loved clothing” compared to The last month.
Source: www.theguardian.com