Love Island winner Ekin-su Kulululu has signed a deal to work with the O’Paul fashion brand. The deal is said to be worth around £1m – thought to be the biggest in the show’s history.
According to The Sun, Cülcüloglu chose to work with O Polly because it was “in line with her own values of sustainability” rather than fast fashion brands. But when Good On You, a website that rates brands on their ethics and sustainability values, rates O’Paul in June 2021, it will give the brand a “we’ll ditch” rating, just like the previous Love Island sponsor of fast fashion. The brand is a beautiful little thing.
O Poly aligns itself with environmental and ethical values. An environmental manifesto on its website reads: “We want to be transparent with our customers, open the conversation on climate change and demonstrate our commitment to a happier and healthier planet!”
Cülcüloğlu has worn O Polly 27 times on Love Island this year. These items will be owned first. This series is marked by a more sustainable wardrobe, with all items sourced from eBay. The site is grateful for this cooperation. Searches for “preloved fashion” increased by 700% in the month since the series began, while Google reported a 756% increase in searches for “eBay preloved clothing” compared to the previous month.