So much has happened over the last 8 weeks since Love Island graced our screens again and just like that it’s almost over. While we all love the drama, it’s the fashion that keeps us on our toes.

As we bid farewell to our favourite islanders for 2021, we take a look at how their individual styles have impacted summer wardrobes across the UK.

Our data team has tracked demand and sales data across 6 million UK shoppers to reveal to trends that came straight from the Islanders to UK shoppers.

Trends from the Island

Cut-out dresses

One of the biggest trends we saw this season was the cut-out dress. The saucy and versatile silhouette was worn by some of your favourite islanders including Millie, Mary, Faye and Liberty to name a few. Women across the UK definitely noticed as sales of the cut-out dress shot up by 653% in July, compared to July 2020 sales. Demand for white cut-out dresses rose by an incredible 817% in the 48 hours after Millie wore hers on August 15th.

Halternecks

If you didn’t know already the halterneck has made a comeback and it’s back in a big way. This year’s islanders rocked the 1950’s style, made famous by Marilyn Monroe, in the form of tops, dresses and jumpsuits. Since July the demand for halterneck dresses rose by 400%, while halterneck jumpsuits increased by 238% and halterneck tops by 124%.

Pink

This year’s islanders are sending us a message which is coming through loud and clear - pink is where it’s at. With Millie and Chloe leading the pack, islanders opted for pink (in all its shades) swimwear, dresses, co-ords and suits. The girls even gave us a coordinated pink themed party which made pink the most searched fashion colour on 22 July and skyrocketed sales of ‘pink clothing’ 48 hours after the Love Island party.

Sales of pink dresses are up 173% for July/August, compared to summer 2020.

Sales of pink co-ord sets are up 91% for July/August, compared to summer 2020.

Sales of pink shorts are up 83% for July/August, compared to summer 2020.

Sales of pink bikinis are up 50% for July/August, compared to summer 2020.

Crocs

Love them or hate them the resurgence of the infamous croc is undeniable. While it might be the most controversial and divisive shoe on the planet, sales soared after Faye Winter and Chuggs Wallis wore the rubber slip-ons on Love Island. Following their feature on the show sales for Crocs rose by 172% in July, compared to July 2020 sales.

Biggest Fashion Influencer in the Villa

Millie Court

Instagram influence: 903,000 followers

A fashion buying administrator by trade, Millie Court is this year’s Love Island fashion IT girl. The 24 year- old from Essex first graced our screens with an ode to Y2K in a hot pink bikini and statement heart earrings, and since then she has not let us down. The fashion enthusiast is known for rocking killer blazer combos, colourful co-ords, cut-out dresses and the on-trend halterneck. Her biggest influence on shoppers was the marble one-shoulder Farai London dress she wore in episode 25. Page views for the dress skyrocketed by 528% after the episode aired, and sold out soon after.

Liberty Poole

Instagram influence: 1 million followers

There are very few people on this earth that can pull off a red lip and Liberty Poole is one of those lucky few. While very much on trend, the 21 year-old waitress and marketing student from Birmingham likes to keep things classic and we do have to admire her commitment to the LBD. We can thank Lib for the revival of the beloved bodycon, because the classic fit saw an increase in sales of 85% in July 2021, compared July 2020 sales.

Kaz Kamwi

Instagram influence: 551,000 followers

Thought to be the front runner for snapping up the best fashion deals after the show, the 26 year-old fashion blogger from Essex has a wardrobe worthy of making any woman jealous. Nobody pulled off brights and statement earrings in the villa like she does, and the midnight blue two-piece she wore on Thursday night has to be one for the books. However, it was the floral bikini she wore in episode 35 that got shoppers really excited and helped boost sales of floral bikini sets by 189% in August, compared to August 2020.

Teddy Soares

Instagram influence: 563,000 followers

Man of the hour and fan favourite Teddy Soares takes the top spot for the boys. He dresses with the casual class that pushes him above the pack. The senior financial consultant from Manchester has had the biggest influence on fashion trends for guys watching Love Island. Classic fits, muted tones and the occasional animal print is his moda operandi, but it was the black AllSaints ‘Lucky’ shirt that really got people stirring. Page views for the ‘Lucky’ shirt spiked by 200% in August as a result. That’s a lot of influence.

Data is based on sales and demand metrics from 6 million UK shoppers that use LovetheSales.com. Data is correct as of 22/08/2021.

You must credit LovetheSales.com if quoting the data in this report for your own editorial purposes.

LovetheSales.com is a global marketplace for online shopping and discounts. Partnering with over 1,000 UK retailers.

About the Author

Liam Solomon is Head of PR and Data Management at LovetheSales.com. Liam has over 7 years experience analysing exclusive retail data at LovetheSales.com and supplying press outlets with headline stories.

Keep up to date with the latest retail data from Liam and LovetheSales.com on Twitter, or keep in touch with all of Liam’s published stories on LinkedIn.

Contact: liam@lovethesales.com