Do Love Island contestants have clothing rules?-Surena Chande and Caroline Westbrook-Entertainment – Metro

This season has got off to a flying start (Picture: ITV)

Love Island is finally back on screens, and the second ever Winter Love Island has wasted no time in getting things started.

As well as a brand new villa and a new host for ever-popular ITV show, the rules the Islanders must follow has also seen a change.

They won’t be allowed to access social media or have their friends and family back home manage their profiles.

This is to promote better aftercare and prevent ‘trolling’, but it also means that the clothing deals and behind-the-scenes info into their favourite brands will be harder to ascertain.

But when it comes to what the Islanders wear on the show, what are the rules?

Do Love Island contestants have clothing rules?

The main rule that Love Island contestants haver reportedly had to stick to is avoiding any branded clothing or accessories – other than those provided by brand sponsors.

Previously, according to the Mirror, the rules stated: ‘You shall not wear anything which is branded or have visible logos such as clothing, accessories or footwear (except as directed by us).

‘If asked to do so by us, you shall immediately remove or change any item of clothing, accessory or footwear and our decision in this regard shall be final.’

While Islanders are allowed to wear their own clothes, they are also lucky enough to be given a continuous flow of new clothes to wear as part of partnerships with the show’s sponsors.

This year, celebrity stylist Amy Bannerman – who works with Dua Lipa and Rita Ora – to choose clothes for the contestants.

Contestants are allowed to wear their own clothing, but it must follow some strict rules (Picture: ITV/REX/Shutterstock)

Patterns are off the cards, as 2021 star Brad McLelland revealed to Closer: ‘You’re not even allowed patterned tops’ inside the villa.

He then added, ‘I don’t think [Liam] got to wear any of his new t-shirts because of the patterns.’

Another widely reported clothing rule is that the Islanders must indeed be wearing some at all times – contestants are not allowed to be fully naked in front of others.

Who is Love Island’s new clothing sponsor and why has it changed?

In the past, I Saw It First has sponsored Love Island – but, in a bid to have a more sustainable approach, its clothing sponsor is now eBay.

First partnering in 2022, the show and eBay have ‘recoupled’ to use Love Island vernacular, so eBay continues to be the show’s ‘Pre-Loved Fashion Partner.’

This means islanders will be dressed head-to-toe in second-hand clothes. Research released by ITV shows that 53% of viewers who were aware of the partnership bought secondhand, or ‘pre-loved’ clothes in the past three months.

Contestants like Lana Jenkins and Ron Hall will represent eBay’s ‘pre-loved’ attire (Picture: ITV/Shutterstock)

Since the announcement of the partnership last May, the site had 1,600% more searches for ‘pre-loved clothes’ compared with the previous year, while Google searches for the same phrase were up 170%.

An executive producer of the show, Mike Spencer, said when eBay first announced the deal in 2022: ‘We are thrilled to be pairing up with eBay this year as our pre-loved fashion partner.

‘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’.

Show bosses hope the move will ‘inspire’ viewers to consider opting for pre-loved clothing items when shopping, too.

The news was applauded by 2021 contestant Brett Staniland- who turned down the offer of free clothes in the villa and protested at Molly-Mae Hague’s PrettyLittleThing fashion show in London.

Brett tweeted: ‘This feels like a big step in the right direction & I’m extremely proud and happy to see this change!’

The show has previously been slated for its fast-fashion ties and affiliate network Awin revealed that online fashion sales grew by over a tenth during last year’s series.

Love Island 2022 continues tonight at 9pm on ITV2.

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