WHAT do Strictly star Saffron Barker, jungle queen Jacqueline Jossa and Love Islander Olivia Bowen have in common?
Apart from telly adventures all three have had clothing ranges with online retailer In The Style. And there are plenty more reality star names on that list, too.
It is a tactic that has helped the Manchester-based fashion firm grow to be worth an estimated £30million.
YouTuber Saffron, 19, was paid £250,000 for her latest range, which was launched in lockdown and broke records by selling £1million worth of stock in just two minutes.
Worked at Burger King
In The Style was started from the bedroom of Adam Frisby, then 27, as a way to offer celebrity style at affordable prices. Having left school with no qualifications, Adam, now 33, worked at Burger King before caring for his brother after an accident.
He was later made redundant from a job working with people with disabilities and used his £1,000 pay-off to start In The Style — with just six dresses.
He says: “When I started six years ago, I wanted the brand to be relatable. At that time, there was a bit of snobbery around reality TV, but I wanted to link it with fashion. Unlike a catwalk star or A-list celeb, they’re someone who actually shops on the high street.”
The first collaboration featured Lauren Pope, who made her name on The Only Way is Essex. The collection was small, but sold out and managed to create a buzz on social media. Since then, the brand has released a new collaboration with a famous face every six to eight weeks.
And it is prepared to offer huge sums to entice celebrities from rivals Boohoo and Pretty Little Thing. In 2018, In The Style reportedly paid Love Island winner Dani Dyer, 24, £500,000 for a clothing range.
It is also thought Gemma Collins, 39, and Jacqueline Jossa, 27, received similar sums.
The brand has now racked up 2.4million followers on Instagram, but reaches millions more via the celebs promoting their own ranges.
But which collaboration has been most successful?
Adam says: “As the brand grows, the launches become bigger so each new launch is a new record. Jacqueline Jossa was the biggest ever launch and Saffron recently just became the fastest-selling launch ever.
‘We are inclusive in sizes’
“The girls are really involved in the design process. From day one they meet with the design team. We are probably the only brand that truly goes through the design process with those girls, which I think sets us apart.
“I’d like to think after nearly seven years of In The Style I’ve got a good eye for celebs that will work well for the brand. For example, Jac Jossa won I’m A Celebrity, she’s relatable, a size 12 girl and a mum. We are inclusive in sizes and we want our customers to feel they are shopping from real people, which they are.”
There is no doubt that In The Style’s business formula is a hit and, while there have been criticisms about a lack of diversity among its models, the brand has allowed us mere mortals to feel red-carpet ready every day.
Here Abby McHale reveals which are the best pieces to bag right now.
BEST FOR PARTY OUTFITS
GEORDIE Shore’s self-confessed party queen debuted her first collection in 2015 and has had 25 in total since.
It’s not a surprise that the 30-year-old’s selection of 30 items includes a huge amount of “going out-out” dresses.
Think sexy, flirty and fun – you’ll be sure to find something to dance the night away in.
- Charlotte wears silver dress, £35 – buy now
BEST FOR FEELING COSY
OLIVIA, 26, joins fellow Love Islanders Dani Dyer, 24, Olivia Attwood, 29, and Francesca Allen, 24, to offer collections.
Olivia’s feature lots of cosy loungewear, which has been a must-have during lockdown.
Her latest range, released in March, was a real booster for Age UK – all the profits from its sales were donated to the charity.
- Olivia wears T-shirt, £12; joggers, £15 – buy now
BEST FOR COLOUR
THE latest in the line-up of collaborators, social media and Strictly star Saffron, 19, broke the records by selling £1million of her range in two minutes.
Her collection is packed full of tie-dye pieces, which is one of this summer’s trends.
Because the range was so popular, it is currently sold out.
However, it will be back and you can sign up now on the website ready for the next drop.
BEST FOR SWIMWEAR
TOWIE’S Billie has also been a regular In The Style favourite having had her first collaboration with the e-tailer launch in 2015.
The 30-year-old loves a holiday – and her swimwear collection for the brand is not to be missed.
Featuring a mix of swimsuits and separates, there is everything you need in order to look and feel great in and around the pool.
- Billie wears blue pattern bikini top, £15; bottoms, £13 – buy now
BEST FOR THROW-ON SUMMER DRESSES
IN The Style just loves a queen of the jungle – having collaborated with I’m A Celebrity’s 2018 runner-up, Inbetweeners actress Emily Atack, as well as last year’s winner Jacqueline.
Ex-EastEnders star Jacqueline’s collection sold out within just six minutes, as shoppers snapped it up four times quicker than previous ranges.
The actress loves to be comfortable and her collection features a number of easy-to-wear dresses that are no fuss and make you look effortlessly stylish in an instant.
- Jacqueline wears floral dress, £20 – buy now
BEST FOR SLOGAN T-SHIRTS
SHE is the queen of memes so In The Style made a smart move teaming up with Gemma to make her own slogan T-shirts.
Featuring a range of phrases and pictures of the star of reality TV’s Gemma Collins: Diva Forever, the MEM-AY collection has racked up 65,000 sales.
- Gemma wears T-shirt, £15 – buy now
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