A full rundown of the In The Style drama and why influencers are calling out the brand

Social media is full of people talking about fashion brand In The Style this week, but what’s going on?!

In The Style was launched by Adam Frisby in 2013 and became known for its huge collaborations with influencers.

Now, a few of those influencers are calling the company out including Jacqueline Jossa and Charlotte Crosby.

Here’s a full rundown of all the drama if you’re confused.

Influencers are calling out In The Style

It all started when Jacqueline Jossa, who had her own successful collections with the brand, spoke out on her Instagram Story and accused In The Style of allegedly using her images and selling her collection but not paying her.

“After four glorious years working with In The Style, I never thought my time with the brand would end this way, but in truth since I or my team can’t get a response from anyone at the company, the decision has been made for me,” she said.

“My name and image is still being used all over the website, helping the brand to sell stock, yet I haven’t been paid for months. I see them signing up new faces and continuing to launch new collections and I feel it’s my responsibility to let the new girls know that their contract is unlikely to be honoured and they are unlikely to be paid.”

She claimed she threatened to speak out last week and the managing director requested a call but didn’t turn up at the time they’d organised, adding that he now hasn’t responded to any of her emails.

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“At this point I can no longer protect a brand that’s disrespecting’ her and ‘all the other girls that have not been paid. All I wanted to do was part amicably and be paid what I’m owed. Please feel free to DM me if you are affected by the same mistreatment.”

Credit: Jacqueline Jossa/Instagram

After that, Charlotte Crosby, who also had collections with In The Style, shared a similar statement.

“I’ve stayed pretty quiet on this for a long time, but having witnessed first hand the mental toll leaving In The Style had on Adam and Jamie, and the way their voices were silenced, we are finally seeing the truth come to light through countless stories of people not being paid and being treated unfairly – staff, suppliers, influencers – everyone is starting to see it for what it is,” she said.

“That business was something special for ten years, built on incredible values, and it’s heartbreaking to watch all of this unfold. But it’s about time the truth is exposed for everyone to see. People shouldn’t be allowed to get away with this!”

Credit: Charlotte Crosby/Instagram

Adam Frisby stepped down in 2023

Both influencers claimed things were great when Adam Frisby was CEO of In The Style. However, he stepped down from the brand in 2023 and that’s when they say things went downhill.

“It is emotional for me because In The Style is my baby. It is my proudest achievement – it feels that we have achieved so much with the brand,” he said at the time.

“As you can imagine with a business comes a huge amount of stress and pressure and I have kind of carried that for 10 years. It feels like the right time for me to have a few months, recharge and see what the future holds.”

In The Style was sold to a company called Baaj Capital in March 2023, but earlier this month, Sky News reported that they were soon filing for administration due to financial troubles.

Now he says the ‘truth is coming out’

Now, it seems like there was always a lot more to the story because Adam has taken to TikTok and accused the company of allegedly pushing him out.

“When they literally pushed you out of your own business, threatened you with court action to silence you… but now the truth is coming out through everyone else,” he wrote.

Influencer Perrie Sian, who also had collections with In The Style, has reposted his TikTok video too.

@fr15by

Never a more fitting TikTok trend. 👀 truth always prevails! #fyp

♬ headlock x jinx from arcane – ZOMBIE

In The Style has not responded to these allegations at the time of writing this. The Tab has reached out to In The Style and Baaj Capital for comment. 

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Featured image by: Adam Frisby/TikTok,  Jacqueline Jossa/Instagram and Charlotte Crosby/Instagram