The reality TV show and fast fashion brand Missguided have coupled up to offer instant ways to shop the clothes worn by the contestants. Could this be the future of shopping?

Love Island has it all – sun, sex, suspiciously orange men, and now, shopping. Last week, the reality TV show announced that this year it will partner with the high-street fashion brand Missguided, not only to style the contestants, but also to direct viewers to shop the looks they see on telly through the Love Island app. In a move to capitalise on its captive audience, the institution that is Love Island continues to capture the hearts – and now wallets – of fans everywhere.

“It’s about having a direct hotline straight to their target demographic,” says Leanne Elliott-Young, fashion partnerships expert and founder of fashion futures studio CommuneEAST. She thinks that the collaboration, which allows viewers to either shop items in the “Love Island style” or, sometimes, the exact garments worn by the contestants, is a clever tactic to bypass the structures of influencer marketing, which, she says, we are beginning to trust less.

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