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Dame Deborah James and In The Style launch collaboration

Jeremy Lim
20 May 2022

Digital womenswear brand In The Style has announced a new partnership with with Dame Deborah James in support of the Bowelbabe Fund and Cancer Research UK.

The first product from the collaboration is a bespoke Bowelbabe ‘Rebellious Hope’ t-shirt, with 100% of profits from the t-shirt to be donated directly to The Bowelbabe Fund, which raises money for Cancer Research UK.

Following the launch of the charity t-shirt, the full ITS X Dame Deborah James clothing collection will be unveiled at a later point. Each piece in the collection has been designed collaboratively with Dame Deborah and encapsulates the British summertime and activities that she loves.

The Bowelbabe Fund was founded by Dame Deborah 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 one week since its foundation it has surpassed £6 million in donations.

Dame Deborah 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.

In The Style Founder & Chief Brand Officer Adam Frisby added: "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.

"I noticed how much Deborah loved dressing up and how clothes made her feel more confident - so together we’ve made sure this collection encapsulates all of that. It’s a range that is all helping people to ‘dress up to feel better’ no matter what your situation is.

"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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