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In The Style to launch collaboration with Dani Dyer

Fast fashion etailer In The Style is teaming up with Dani Dyer, one of the winners of ITV2’s Love Island, for an exclusive collection.

Dyer said: “I’ve teamed up with my fave clothing brand to design my own collection. I’m still working on it all, making sure it’s perfect and that there is something for every girl no matter what size.”

The collection, which will debut in early October, will include slogan T-shirts, dresses and on-trend prints in sizes 4 to 24.

Further details of the collaboration will be released in future.

In The Style, which was founded by Adam Frisby in 2013, gained backing from mid-market private equity firm Livingbridge in May 2017.

Chief executive Frisby said Dyer had won the heart of the nation during Love Island, which was the most successful show to ever hit the TV screens for In The Style’s demographic.

“She encompassed everything that is great about modern women, funny, kind, loyal, driven and relatable; showing you don’t have to compromise on your values to be adored,” he said.

“I’m confident her collection will inspire so many young fashion fans and more importantly will be relatable to all girls as Dani has worked with our designers on everything from prints, fabrics and shapes.”

  • Read an interview with In The Style founder Adam Frisby here.

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