Apr 6, 2021
In The Style continues to run a busy launch programme and on Tuesday, it announced
an exclusive collaboration with singer, TV personality and influencer Stacey Solomon.
It was revealed via a stock exchange release, which isn't the usual procedure for a collection debut via a celebrity link-up. But the company said the collaboration is “one of the largest ever for the brand as it continues to progress against [its] long-term growth strategy”, so the formal announcement makes sense.
The seven-year-old fast-growing e-commerce womenswear brand has influencer collaborations running throughout its business and has now linked up with a celebrity who has an Instagram following of more than 4.1 million people, as well as 1.5 million Twitter followers and the same number on TikTok. She has regular exposure on UK television via her appearance on daytime TV show Loose Women.
The new partnership with In The style will see them designing, developing and marketing both clothing and accessories collections, with the company saying that each of them “will feature personal touches and details designed by Stacey”.
The first collection will launch on April 27 and will be extensive with 40 products in the line-up, and a size range going from 4 to 28, including petite and tall options.
The company said that the link-up with Solomon “reflects In The Style's progress in leveraging its innovative influencer collaboration model to deliver the brand's long-term strategy to develop as a leading digital brand in the high-growth sector of the female apparel market”.
In The Style collaborates with its influencer partners to market collections “on a long-term and shared risk and reward basis”, an approach it says “not only ensures influencer investment in the process itself, but also drives longevity of influencer relationships and drives cost-effective customer acquisition”.
CEO Adam Frisby said of the latest announcement that it’s “been years in the making. Stacey truly embodies our values of kindness and loving yourself for who you are, and her debut collection reflects that inclusivity - there's something for everybody”.