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eBay is calling out what it sees as one of the worst fashion habits of fashion fans — wearing clothes for just one season — as it says it’s clearly a major contributor to fast-fashion waste.

The company said single-season wear has been identified as a key driver of fast fashion and research conducted on its behalf by Opinium reveals 79% of shoppers aged 18-35 get rid of clothes that aren’t on-trend or are no longer in season.

That’s despite the increasing proliferation of seasonless fashion in stores in recent years.

Opinium spoke to 2,000 UK GenZ and Millennials this month and found that on average, “18-35 year olds purchase nine new items for each changing season, which adds up to 36 new items every year”.

And only 5% of consumers in the UK wear their wardrobes all year round, with over half (58%) of 18-35 year-olds only ever shopping just before, at the start of, or during a new season.

To coincide with its ongoing sponsorship of Love Island, the marketplace is focusing on how consumers can stay on-trend while minimising waste and has mounted a PR campaign on this front.

One aspect of this is encouraging consumers to stop thinking ‘last-minute’.

Jemma Tadd, Head of Fashion, eBay UK, said: “A change of seasons is too often coupled with new collections and last-minute consumption, so if we can inspire shoppers to ditch single-season wear and build a pre-loved wardrobe they can wear all year round, we’re heading in the right direction.”