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Love Island contesants

Reality matchmaking show Love Island was once again the must-watch TV programme this summer, drawing in millions of dedicated fans every night. 

The ratings juggernaut has a particular spell over the fast fashion industry. Manchester-based young fashion retailer Missguided launched a product placement partnership with Love Island this summer, reporting huge spikes in sales for key pieces worn on the show. 

Other retailers have partnered with its stars in a bid to tap into the show’s popularity. Quiz created a capsule collection with former finalists, In The Style launched a collection with eventual winner Danni Dyer in October (above) and fellow contestant Megan Barton-Hanson was announced as a PrettyLittleThing ambassador the previous month. 



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