There were two big winners of ITV2’s Love Island this year. Amber Gill, the contestant who won the show, and Boohoo, the online fast fashion retailer who signed her.
In June, while the Islanders were flirting their way to celebrity in the Mediterranean sun, Boohoo overtook its long-term rival Asos to become the most valuable seller of clothing for the UK’s youth. It is now worth £3.1bn to Asos’s £2bn.
And it’s widely thought that brand collaborations with popular ex-Love Island stars are believed to be largely responsible for this success.
Boohoo Group PLC (LON:BOO) operates as an online fashion retailer in the United Kingdom, rest of Europe, the United States, and internationally. The company also provides its products under the boohoo, boohooMAN, PrettyLittleThing, Nasty Gal & Miss Pap brand names.