In The Style announces Perrie Sian as first-ever Creative Director

Social-first e-tailer In The Style (ITS) has appointed Social Media Influencer Perrie Sian as its first-ever Creative Director, following a slew of successful collaborative projects.

With 100,00 followers to her name, Sian first collaborated with In The Style in 2021. Since then, she has amassed over 1.3 million Instagram followers and over half a million on TikTok.

This organic growth led to Sian becoming one of the UK’s most influential fashion voices and one of ITS’ top-performing collaborations. Perrie Sian and In the Style have worked together on 24 sell-out collections so far. Most recently, the Dubai collection sold over 18,000 units in just 15 minutes when it launched.

Despite Sian’s appointment to the newly created role of Creative Director, she will still continue to release her own collections. Seemingly, the company is following in the footsteps of rival Pretty Little Thing. In August 2021, the company announced Molly Mae would become its Creative Director and would continue to drop curated edits. However,  it was revealed just last month that the influencer would be stepping down after the birth of her daughter.

For the last 12 months, Sian has been working behind the scenes with the company’s CEO, Adam Frisby, to develop the brand.

Frisby took to Instagram, writing: "[I’m] So happy to be able to share this! Perrie is such a welcome addition to the ITS team and she has worked so incredibly hard over the last 2 years to get to this position. I think she’s an inspiration to many people and shows if you dream big and work hard you can achieve anything."

This follows the news that In The Style narrowly received approval from shareholders to sell its only operating subsidiary for £1.2 million in a deal that will lead to the fashion brand's delisting from AIM and avoid placing the business into administration.