In addition to styling the cast of reality show Love Island, Missguided created an in-the-moment shopping experience that lets fans purchase the looks they see on screen

Thanks to fashion brand Missguided, viewers of the U.K. reality TV competition Love Island now have the option to buy the summer styles they see on the show. Missguided is the brand responsible for styling this season's contestants and now, via the show’s app, viewers can browse the looks they see on their screen, aiming to synthesize content with shopping, as detailed in PSFK's report the Content & Commerce Debrief. Based on the fact that young TV viewers today are multitasking with online platforms and social media, it’s a safe assumption that switching to the Love Island app for shopping is a quick and easy transition.

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On top of that, by clothing the Love Island cast, Missguided has essentially given itself the opportunity to create an hour-long ad every time the show airs. This partnership between a youth-facing brand and entertainment program hopes to create a two-way street between supplier and consumer: Missguided gets to show off its catalog in action and viewers get a direct line to the looks they see on screen. For more on how retailers are driving brand engagement by enabling shoppable content, see PSFK's report The Content & Commerce Debrief.

Missguided Love Island

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Lead Image: Missguided via Facebook

Thanks to fashion brand Missguided, viewers of the U.K. reality TV competition Love Island now have the option to buy the summer styles they see on the show. Missguided is the brand responsible for styling this season's contestants and now, via the show’s app, viewers can browse the looks they see on their screen, aiming to synthesize content with shopping, as detailed in PSFK's report the Content & Commerce Debrief. Based on the fact that young TV viewers today are multitasking with online platforms and social media, it’s a safe assumption that switching to the Love Island app for shopping is a quick and easy transition.