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“I think it’s about brands capitalising on the look and feel of this particular TV programme,” says Laura Saunter, retail editor at fashion forecasting agency WGSN . In 2014, Fashion app TAGit tried to do this by letting users shop items from TV shows such as Keeping Up with the Kardashians and Scandal. But with visual search tools now embedded into many shopping sites such as Asos, which allow shoppers to upload or take an image and then search Asos’s products for clothing that is similar to what’s pictured, “you no longer need apps like TAGit to help you hunt down something you see on TV,” says Saunter. In an era where we are shopping in store less and online more this is, she thinks, a further development to making it easier to find exactly what you want. Elliott-Young thinks that it’s also about the way that many people are watching Love Island while simultaneously tweeting and texting on their phones, making it a slippery slope to online shopping sites and apps. And seeing the clothes in action on the show helps them make quicker decisions, because it makes the online shopping experience a little more real. Fashion websites are trying to incorporate this idea, too: “If you look at the majority of them now they have a video element of a model, so you can see what the item of clothing looks like when you walk in it,” she says. But Love Island goes one better. “People want to know what it looks like when they sit in it, or what happens with their swimsuit when they get in a jacuzzi.
For the original version including any supplementary images or video, visit https://www.theguardian.com/fashion/2018/jun/06/love-at-first-swipe-would-you-shop-the-love-island-look-live