ITS Itsarm Plc

TIDMITS

In The Style Group PLC

20 May 2022

Dame Deborah James & In The Style launch collaboration

Partnership launches with the sale of Deborah's 'Rebellious Hope' t-shirt, with all profits donated to Cancer Research UK

In The Style, the digital womenswear fashion brand, is very proud to announce a new partnership with Dame Deborah James and The Bowelbabe Fund.

Having been in development for several months, the collaboration has now launched with the sale of the bespoke Bowelbabe 'Rebellious Hope' t-shirt. 100% of profits from the t-shirt will be donated directly to The Bowelbabe Fund, which raises money for Cancer Research UK.

Following the launch of the charity t-shirt, the full ITS X Dame Deborah James clothing collection will be unveiled. Each piece in the collection has been designed collaboratively with Dame Deborah and perfectly encapsulates the British summertime and activities that Dame Deborah loves.

The Bowelbabe Fund was founded by Dame Deborah and her family earlier this month to help fund clinical trials and research into new treatments for cancer patients, as well as raising awareness of bowel cancer. In less than one week since its foundation, it has already surpassed GBP6 million in donations.

This collaboration is the latest fundraising by In The Style. The brand has raised more than GBP1 million for charities including the Samaritans, Family Action and Age UK through sale of special charity collections since the company was founded in 2013.

Dame Deborah James commented , "The reason why I wanted to do this collection with In The Style is because it has been something totally different to cancer for me. I love fashion and anyone who knows me or has followed me for years knows I love my dresses and I am always hunting for the best prints.

"When we started work on this collection, I didn't realise that I'd be living a hybrid life between home and hospital, and even from hospital, we've made this happen. It has been a project that I have really enjoyed, and above all, it has given me something else to think about.

"I really hope you love it as much as I loved designing it. I hope it brings you joy and it makes you feel great when you put it on."

In The Style Founder & Chief Brand Officer Adam Frisby added, "Although I wish I were saying this under different circumstances, I am incredibly proud of this collaboration. I've followed Deborah for a long time and her constant positivity, uplifting spirit, and overall mentality of living her life to the full to make sure every day counts is an inspiration to me, our team, and everyone else who has come across her journey.

"I noticed how much Deborah loved dressing up and how clothes made her feel more confident - so together we've made sure this collection encapsulates all of that. It's a range that is all helping people to 'dress up to feel better' no matter what your situation is. The team at In The Style have done everything they can to ensure Dame Deborah could see the release of this range, and I'm so incredibly proud of what she has created and everything it stands for. We hope the proceeds raised by this collection can provide valuable support to the Bowelbabe Fund and Cancer Research UK to help others going through a similar journey."

ENDS

Hudson Sandler +44 (0)20 7796 4133

Alex Brennan inthestyle@hudsonsandler.com

Lucy Wollam

Ben Wilson

Notes to Editors

In The Style is a fast-growing digital womenswear fashion brand with an innovative social media influencer collaboration model.

Founded in 2013 by entrepreneur Adam Frisby, the brand champions female empowerment, inclusivity, body positivity and real beauty.

The brand's innovative and highly adaptable influencer collaboration model, which sees it work with influencers on a long-term basis to collaboratively design, develop and promote branded collections, differentiates it from competitors.

In The Style currently partners with a stable of 25+ influencers, including Jac Jossa, Stacey Solomon and Lorna Luxe. Together they enjoy a combined global social media reach of over 30m followers.

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May 20, 2022 02:01 ET (06:01 GMT)

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