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In The Style Group PLC

27 May 2022

In The Style raises GBP500,000 for The Bowelbabe Fund for Cancer Research UK in just one week

The full Dame Deborah James x In The Style collection in aid of The Bowelbabe Fund for Cancer Research UK has now launched

In The Style is proud to announce that it has raised half a million pounds in aid of The Bowelbabe Fund for Cancer Research UK.

The funds have been raised through the sale of the Dame Deborah James 'Rebellious Hope' t-shirt, the first item to be unveiled to customers from In The Style's Dame Deborah James collection, as well as from the sale of products within the full collection during the evening of its launch on Thursday.

The amount was raised over just one week, reflecting the huge amount of support of In The Style's customers and those that have followed Deborah's inspirational journey, all of whom have been keen to support The Bowelbabe Fund for Cancer Research UK's important mission.

The milestone donation is announced as In The Style's full Dame Deborah James collection l aunches to customers, having been unveiled at 7pm yesterday .

The Bowelbabe Fund for Cancer Research UK will support causes and projects that Deborah is passionate about, such as funding clinical trials and research into personalised medicine that could result in new treatments for cancer patients, including projects in collaboration with partners such as The Institute of Cancer Research and The Royal Marsden, and supporting campaigns to raise awareness of cancer, such as Bowel Cancer UK's Never Too Young campaign. Since The Bowelbabe Fund was announced, it has already surpassed GBP6,000,000 in donations.

The collection c omprises 18 products and is available in sizes 6-28. It includes dresses, skirts, blazers, shirts and blouses, t-shirts and hair accessories, with each and every piece perfectly encapsulating the British summertime and activities that Dame Deborah loves.

In The Style Founder & Chief Brand Officer Adam Frisby added, "I am absolutely delighted that we have managed to raise GBP500,000 for The Bowel Babe Fund in just a few days since releasing the t-shirt and more recently, the full collection. I want to say a huge thank you to both In The Style and Deborah's followers for the huge support they have shown. It will make such a huge impact.

"I am so thrilled for Deborah, speaking to her last night she was overwhelmed with happiness at how people have supported the collection and just how much it has raised. It was a dream for Deborah to be able to see this launch happen. She has worked so hard on it, and it really is a collection that encapsulates everything In The Style and Dame Deborah stand for

"We are so proud to have raised so much for The Bowelbabe Fund and we look forward to raising even more important funds over the coming weeks."

In The Style would like to extend its thanks to logistics partners Evri and Mandarin Global Logistics for their support with reduction on delivery costs, to increase the amount paid to the The Bowelbabe Fund.

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 27, 2022 02:01 ET (06:01 GMT)

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