In The Style is a genuine, UK-registered fast fashion brand with a strong social media presence and recognisable celebrity collaborations. Trustpilot reviews are mixed, with recurring complaints about delivery delays and returns handling. It's a real retailer but shoppers should manage expectations around quality and customer service responsiveness.
In The Style is a Manchester-born online womenswear retailer founded in 2013 by Adam Frisby. The brand built its identity through celebrity and influencer collaborations — partnering with names like Stacey Solomon, Billie Faiers, and Jac Jossa — and grew rapidly through social media marketing. It was listed on AIM (London Stock Exchange's growth market) in 2021 but was taken private again in 2023. Despite the turbulent corporate history, the brand continues to trade actively and is a legitimate UK-registered business.
The main consumer concerns centre on delivery consistency and returns processing. Trustpilot feedback, while broadly positive overall, contains a meaningful proportion of complaints about orders arriving late and refunds taking longer than expected. The customer service infrastructure — heavily reliant on email and live chat — draws criticism for slow response times. Quality inconsistency is a recurring theme given the fast-fashion price point, and the brand's move away from public markets means less financial transparency than previously available.
UK shoppers buying from In The Style are protected by the Consumer Rights Act 2015, giving them 14 days to return unwanted items. Using PayPal or a credit card adds an extra layer of protection via Section 75 or PayPal buyer protection. The brand is legitimate and millions of customers have shopped there without issue, but set realistic expectations around quality at this price tier and factor in potential delays during busy periods like sales events.