Love Island winner Ekin-Su Cülcüloğlu has signed a deal to partner with fashion brand Oh Polly. The deal is said to be worth around £1 million and is believed to be the largest in the show’s history.
The Sun reported that Cülcüloğlu chose to work with Oh Polly because it “aligns with her own values on sustainability”, unlike fast fashion brands. But when Good on You, a website that evaluates brands based on their ethical and sustainable values, rated her Oh Polly in June 2021, the brand included the former Love Island. It was given a “we avoid” rating, just like its sponsor, Fast Fashion. Branded Pretty Little Thing.
Oh Polly aligns with environmental and ethical values. The environmental manifesto posted on the company’s website reads:
Cülcüloğlu wore Oh Polly 27 times to Love Island this year. These items were second hand. The series was characterized by a more sustainable wardrobe with all items sourced from his eBay. The site got a boost because of this collaboration. One month after the series started, he saw a 700% increase in searches for “preloved fashion” and Google reported a 756% increase in searches for “eBay preloved clothes” compared to the previous month.
