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There’s a new Love Island stylist curating four themed vintage collections for this year’s islanders


By Sarah Gill
04th Jun 2022

@loveisland

There’s a new Love Island stylist curating four themed vintage collections for this year’s islanders

Ranging from ‘dopamine dressing’ to blurring the lines of gendered fashion, Amy Bannerman is bringing a whole new sense of style to the Love Island villa.

By now, I’m sure we’ve all heard of the ITV dating show’s strides toward sustainability as they’ve partnered up with a pre-loved brand for the first time in Love Island history.

Replacing last year’s sponsor — fast fashion brand I Saw It First — this year’s islander wardrobes will be filled with vintage pieces and pre-loved gems sourced straight from eBay.

Curated by second-hand stylist and vintage aficionado Amy Bannerman, the move represents a hopeful attempt at making the concept of wearing pre-owned clothing more palatable to the masses, and promoting personal style and individuality.

Where the Love Island outfits of years gone by were instantly recognisable as fast, almost single-use garments, this stylist is bringing a hand-picked selection of vintage pieces to the villa. Ranging in origin from the high street to high end designer pieces, they’re getting a new lease of life throughout a summer of love.

Having previously worked with the likes of Dua Lipa and Sophie Turner, this celebrity stylist and her team have interviewed each islander and come up with an individual welcome wardrobe for each. Each contestant will also have their own pieces they’ve brought from home, and a central edit filled with endless pre-loved options to share.

Demonstrating the power of styling, and how one piece of clothing can take on a whole new look based on the person wearing it, the shared selection will be topped up as the show goes on. Viewers will even be able to shop similar items they see onscreen on the eBay website.

So, what are the four fashion themes we’ll be seeing on our screens from Monday onwards? Let’s get into it…

Dopamine dressing

When we think of a summer of love, sitting by the poolside in a sun-soaked villa, the aesthetic that instantly springs to mind is that of ‘dopamine dressing’. Striking colours, bold prints, these items of clothing have an effervescent zing that speaks to youthful summer silliness..

Blurred lines

Worry not, this collection has absolutely nothing to do with Robin Thicke. Erasing the binary boundaries of gendered dressing, these items of clothing will allow the islanders to reacquaint themselves with the concept of fashion. Female contestants will be given the option of wearing more masculine silhouettes and structures, while the men can embrace colours, fabrics and cuts often associated with the feminine.

Love me forever

The real backbone of sustainable fashion, capsule items are what it’s all about. The ‘love me forever’ collection will take the islanders back to basics with staple items they can wear again and again. From the timeless Little Black Dress to the go-to Levi shorts and crisp white shirts, these garments are investment pieces that enhance any wardrobe.

Y2K

The trend that’s got the world in a chokehold right now, and perhaps illustrates the circular nature of trends most clearly, Y2K represents the resurgence of ‘00s dressing. Think low-rise jeans, micro minis and backless slip dresses, while baggy jeans, basketball vests and peaked caps dominate the opposite end of the spectrum.

Each collection was designed to show both our incoming islanders and the hoards of people watching at home that clothes are not disposable, that they have real value beyond being worn once and thrown away.

This ‘eat, sleep, re-wear, repeat’ mentality is on track to make a hugely positive change within the fashion world as they extend the life cycle of clothing items and embrace a more unique sense of style.

Sure to have a knock-on effect on post-villa brand deals, we’re hopeful that the ripple generated by this move will be felt in the real world and seen in the wardrobes of the many Love Island viewers.