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In The Style's Love Island collaboration breaks records

In The Style’s collaboration with one of the winners of Love Island, Dani Dyer, broke records last week with more than 500,000 visits to the site on its first day. 

The range had a sell-through of 72% in the first 24 hours of sale, and more than 80,000 shoppers signed up to access the range pre-launch. 

This far exceeded the fast fashion etailer’s previous record of 30,000 sign-ups for the launch of fashion blogger Sarah Ashcroft’s range. 

The 52-piece collection includes petite and curve styles and was designed to cater for a wide range of customers, a detail which In The Style CEO, Adam Frisby, told Drapers was key to the collaboration.

“With In The Style I’m very much about girls supporting girls, and so Dani was the perfect partner. She builds up girls and when she came in she immediately said she wanted this to be a collection for everyone. That’s why this partnership works. From probably week one she was the only one we had our eyes on,” he said.

Past competitors from the show have previously launched similar collaborations. Montana Brown, who appeared on the show in 2017, launched a collection with PrettyLittleThing last year and In The Style has previously worked with outspoken competitor of the same year, Olivia Attwood. 

In The Style will restock the Dani Dyer collection, including some new styles and colours, the week beginning 12 November. 

Read more about reality TV’s influence on fast fashion here.


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