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Dame Deborah James and In The Style launch collaboration

Online fashion retailer In The Style has announced a new partnership with Dame Deborah James and The Bowelbabe Fund after several months of development. The collaboration… View Article

FASHION

Dame Deborah James and In The Style launch collaboration

Online fashion retailer In The Style has announced a new partnership with Dame Deborah James and The Bowelbabe Fund after several months of development.

The collaboration has now launched with the sale of a bespoke Bowelbabe ‘Rebellious Hope’ t-shirt where 100% of profits from sales will be donated directly to The Bowelbabe Fund, which raises money for Cancer Research UK.

The retailer is also launching a full ITS X Dame Deborah James clothing collection which has been designed collaboratively with James.

The Bowelbabe Fund was founded by James and her family earlier this month to help fund clinical trials and research into new treatments for cancer patients, as well as raising awareness of bowel cancer. In less than a week, it has already surpassed £6 million in donations.

James was diagnosed with incurable bowel cancer in 2016 and is now receiving end-of-life care at home.

James said: “The reason why I wanted to do this collection with In The Style is because it has been something totally different to cancer for me. I love fashion and anyone who knows me or has followed me for years knows I love my dresses and I am always hunting for the best prints.

“When we started work on this collection, I didn’t realise that I’d be living a hybrid life between home and hospital, and even from hospital, we’ve made this happen. It has been a project that I have really enjoyed, and above all, it has given me something else to think about.

“I really hope you love it as much as I loved designing it. I hope it brings you joy and it makes you feel great when you put it on.”

Since its founding in 2013, In The Style has raised more than £1 million for charities such as the Samaritans, Family Action and Age UK through sales of special charity collections.

In The Style founder and chief brand officer Adam Frisby said: “Although I wish I were saying this under different circumstances, I am incredibly proud of this collaboration. I’ve followed Deborah for a long time and her constant positivity, uplifting spirit, and overall mentality of living her life to the full to make sure every day counts is an inspiration to me, our team, and everyone else who has come across her journey.

“The team at In The Style have done everything they can to ensure Dame Deborah could see the release of this range, and I’m so incredibly proud of what she has created and everything it stands for. We hope the proceeds raised by this collection can provide valuable support to the Bowelbabe Fund and Cancer Research UK to help others going through a similar journey.”

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