Online womenswear brand unveils link with influencer Stacey Solomon

Manchester e-commerce womenswear fashion brand, In The Style, has announced a new collaboration deal with innovative influencer Stacey Solomon.

The e-tailer, which floated last month in an IPO valuing the business at £105m, said the deal with influencer, singer and TV personality Stacey Solomon represents one of the largest announced by the brand during its seven-year history.

She has a highly engaged Instagram following of more than 4.1m, as well as 1.5m followers on Twitter and 1.5m on TikTok. She is also a regular on ITV’s award-winning and hugely popular daytime TV show Loose Women.

Under the exclusive partnership, Stacey will collaborate with In The Style to design, develop and market clothing and accessories collections, each of which will feature personal touches and details designed by Stacey including eucalyptus leaves and fresh spring designs.

The Stacey Solomon x In The Style collection will launch on April 27, initially comprising 40 products, and will be available in sizes 4-28 and include petite and tall options.

In The Style said this latest partnership reflects its 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.

The business, which was founded by chief executive Adam Frisby in his bedroom in 2013, collaborates with its influencer partners to create, develop and market collections on a long term and shared risk and reward basis.

This approach not only ensures influencer investment in the process itself, but also drives longevity of influencer relationships and drives cost effective customer acquisition.

In The Style has recently collaborated with 15 varied influencers, reaching more than 30m Instagram followers across the world.

Adam Frisby said: “I’m so excited to welcome Stacey to the In The Style family.

“This partnership has been years in the making and is one I’m really proud of and am certain will generate an amazing reception from our customers and Stacey’s followers.

“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.”

He added: “We have some really exciting products and designs in the pipeline that we cannot wait to reveal to our customers. Stacey has had some amazing ideas and we can’t wait to launch these in the coming weeks.”

Stacey Solomon said: “I’m so excited to be working with In The Style on my new collection.

“I’ve included all of my favourite things – florals, pastels and loungewear. With spring finally here, I’m looking forward to brightening up my wardrobe and I can’t wait to share what I’ve been working on.”