That's right, love it or hate it, it's back.  And it's hard to avoid. 

The new series of Love Island launched on Monday night (3rd June) to a record breaking ITV2 opening night audience of 3.3m. Last year's series drew an average of 2.9m overnight.  

Of no surprise is that it has been the most-watched show of the year so far for the hard-to-reach 16 to 24 year-olds, with 622,000 of them tuning in. 

All of this signals a positive ROI for Love Island's new fashion partner, I SAW IT FIRST.  Details of the deal, brokered by MediaCityUK, are not publicly known but for those not familiar with the show's previous partnerships with fashion brands, outfits worn by the cast are immediately available to buy online or via the Love Island app. Cha-Ching! 

Last year's fashion partner, Missguided, apparently paid in the region of £1-2m for the rights. According to Business of Fashion, this partnership prompted a 40% rise in sales with specific items seen on screen peaking at a 500% increase. A healthy return one assumes!

Streamlined logistics to meet consumer demand over the next 8 weeks will be key to I SAW IT FIRST's success. Let's see if the returns warrant a renewed deal for 2020....