In The Style

In The Style is a British online fashion retailer whose trading company, In The Style Fashion Limited, was incorporated in England in November 2013 and which sells women's clothing, nightwear, loungewear and occasional lingerie and swim ranges through inthestyle.com. Its model is fast, influencer-led fashion sold only on the internet: the brand describes itself as "an online fashion brand for EVERY BODY" offering "celebrity inspired looks at an affordable price." Its corporate story, read through the UK company register, is one of quick growth, a public listing vehicle, and an administration in 2025.

Twelve years in the Companies House file

The register is the most reliable account of the business, and it is stark. In The Style Fashion Limited, company number 08792519, was incorporated on 27 November 2013. Its declared activity is "retail sale via mail order houses or via Internet," which is exactly what the brand has always been. It never relied on shops.

On 4 March 2021 a separate holding company was incorporated as In The Style Group PLC, a public limited company, the structure a British retailer uses when it wants outside shareholders. That company changed its name to ITSARM PLC in March 2023, the kind of rename that usually follows the sale of a brand and its trading assets to a new owner, with the old shell left to wind down. ITSARM PLC was dissolved on 19 November 2024.

The trading company followed. It entered administration on 10 March 2025, and the register now gives its registered office at the address of the appointed insolvency firm in Milton Keynes. Its accounts and confirmation statement are listed as overdue. The website kept trading through all of this, which tells us that the name and the online shop are run by whoever bought the brand, while the original company handles its debts in insolvency. We could not confirm the buyer from a source we were able to read, so we do not name one here.

Celebrity edits instead of a design archive

In The Style never presented itself as a design house. Its pitch was speed and familiarity: looks that echoed what television personalities and social media figures were wearing, made in many sizes and sold at high street prices. The brand's about page says it works with "celebrities and influencers" and runs its own fit ranges, and it puts "inclusivity" at the center of its identity. In practice that meant collaboration edits, each launched under a famous name and marketed through that person's audience.

For an encyclopedia of lingerie, this matters because it explains what kind of intimates In The Style sold. The pieces were fashion first. A satin pajama set, a lace bralette meant to show under an open blazer, a bodysuit worn as a top, a high-waist brief in a seasonal color: these are styling items rather than fitted foundations. None of the brand material we read mentions cup sizing, underwire programs or specialist construction.

Where In The Style kept its intimates

When we checked the live site, its main navigation showed jackets and coats, athleisure, knitwear, jeans, dresses and a cold-weather "cosy season" edit. There was no separate lingerie, nightwear or swimwear category visible on the home page. That fits a pattern seen across British online fashion: lingerie and swim come and go with the seasons and with particular collaborations, rather than living in a permanent department.

The comparison with its online neighbors is useful. Boohoo and PrettyLittleThing also sold lingerie as a fashion add-on, and Missguided built the same kind of social-media audience. In The Style belongs to that generation of internet-only labels, and its register entries trace an arc from rapid growth to a hard financial reset.

What the record does not say

Several details that appear in press coverage of the company could not be checked against a source we were able to open: the founder's background, the founding city, the exact date and market of the public listing, and the name of the business that bought the brand. We have left them out rather than repeat them on trust. The founding year, by contrast, is firm, because the company that still trades under the name was registered in 2013.

The website still sells under the In The Style name, on Shopify, with free standard UK delivery. Behind it, the company that built the brand remains in administration in Milton Keynes.

Last updated October 7, 2026