Fast-fashion retailer In The Style has named influencer Perrie Sian as its first creative director, effective immediately.
Sian launched her first collaboration with the Manchester-based brand in June 2021 with her most recent Dubai collection generating over £500,000 in sales, with 18,000 units sold within the first 15 minutes.
In her new role, she will lead all creative aspects for the business including driving the future growth for Fits and overseeing In The Style’s brand campaigns, Drapers reports.
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Founder and chief executive Adam Frisby said: “I am delighted to announce Perrie as the new creative director for In The Style.
“Since Perrie began working with the brand two years ago, her work ethic and drive has been incredible and her eye for trends has cemented the phenomenal demand for Perrie’s collections, selling out over 24 collections since she came on board in July 2021.”
Back in March, the business was sold to UK-based private equity investor Baaj Capital for £1.2m.
Frisby agreed to take an equity position and became chief executive of the business on completion.
The online fashion retailer had launched a strategic review in December, led by investment bank Lincoln International.
However, it experienced “challenging” trading in January and February, which resulted in high levels of markdown and a reduction in wholesale demand.
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