Young women are increasingly over packing when heading off to the sun as they cram extra outfits into suitcases in a trend dubbed the ‘Love Island effect’.
A survey for womenswear retailer Simply Be reveals half of young women said they were influenced by the hit reality show to pack more clothes for their own vacation.
Contestants on the ITV2 programme are seen daily wearing an endless selection of chic beach, daytime and party wear to ensure they’re always looking their best.
Almost three in four of under 30s admitted they plan their holiday wardrobes to flaunt as many different outfits as possible on social media channels Instagram and Facebook, the survey found.
Even Meghan, Duchess of Sussex, and Melania Trump have given a seal of approval by making several fashion changes during a single day.
The Simple Be study found that almost three in four (73%) of those aged 18-30 say they change into fresh clothes three or more times a day when on holiday. A third said they planned for four outfits a day. By comparison only 22% of women aged over 40 wear three or more outfits a day.
Despite this, the average woman still has eight pieces of clothing unworn when they return home.
The trend is costing British travellers an estimated £300 million a year in excess baggage fees with airlines charging up to £26 a kilo for overweight cases. To avoid charges a quarter ask a partner they’re travelling with to carry items for them in their luggage.
Eight out of ten said they don’t like to be seen wearing the same outfit more than once on social media snaps. Over half (52%) post selfies every day and almost all (97%) upload pictures to their social media accounts during their holiday.
Most of those questioned said they enjoy shopping for holiday clothes more than for other occasions, with eight out of ten starting shopping for a new wardrobe three months before a trip.
Laura MacDonald of Simply Be said: “Shows like Love Island and celebrities posting numerous vacation shots on social media are a great showcase for summer style and give us all inspiration for our own holiday looks – even if it does lead to a bit of a suitcase squeeze.
“Women are getting more organised earlier when it comes to their holiday wardrobes which I think is down to giving ourselves extra time to plan those perfect outfits from beach to bar. Shopping for new pieces and planning what to wear is what builds up the excitement for that sunshine break!
“Simply Be is the one-stop destination for summer style – our Holiday Shop has everything you need to create your own special Summer Story… putting together amazing looks for every photo opportunity including dresses, accessories and swimwear to suit every shape and size.”
