Love Island has announced I Saw It First as its exclusive fashion partner, following a competitive brand pitch.
The deal was brokered by MediaCityUK-based Media Agency Group and will mean that female contestants on the show will wear clothing from the brand.
“We’re absolutely thrilled to be partnering with Love Island this year. The Love Island brand really resonates with our customer, so we can’t wait to see where this partnership takes the brand,” said Leanne Holmes, Buying Director at Manchester-based I Saw It First.
The company will style the contestants for key events and also have a presence on the show’s click-to-buy app.
“TV has a valuable place in the whole marketing mix and Love Island has clearly demonstrated how young audiences are using the medium to consume relevant content and subsequently make relevant fashion buying choices,” added John Kehoe, CEO of Media Agency Group.