By Ciara

20th May 2019

Dani Dyer Clothes: How She’s Taken The Fashion Industry By Storm

After being hailed as Love Island queen last summer, everyone and their dog wanted a bit of her. She was everywhere you looked- on the TV, social media and in the news. So, it didn’t take long for a clothing brand to jump on her popularity and collab with the reality star. The ones who got in their first was Manchester based brand, In The Style, who became the name behind Dani Dyer’s clothes.


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Hard day in the @inthestyle office📞💖

A post shared by ♡ Dani Dyer ♡ (@danidyerxx) on

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Soon after leaving the villa she teased the release of a collab with a clothing brand, and before long her Dani X In The Style collection was available to buy. By September 2018, just two months after jetting back, she was revealed as the new face of the brand.

Playing on her healthy Insta following, she was able to get the word out pretty thick and fast. She was arguably the ‘IT’ girl of her series- especially when she was with everyone’s fave character of the series, boyfriend Jack Fincham.

Despite the pair no longer being together, they certainly made the most whilst they were, taking every opportunity to flaunt their relationship. Sticking to his ‘brand’, Jack was off releasing stationary kits (off the back of his previous career as a pen salesman), meanwhile Dani was crafting a clothing collection.

Image Source/ TheSun

Her outfits were always bang on trend in the villa, leaving fans dying to know where she shopped them. Now, not only were they able to get her look, they were able to get the clothes SHE helped design.

Having your own clothing collab with one of the biggest online retailers, of course means it’s all you end up wearing. Every Insta post turned in to a self-promo of her collection, as did every pap pic. Can you blame her, though?

Dyer and the brand created a hype you couldn’t miss running up to the big launch in October of last year. So, there’s no surprise that when it went live, it went down a TREAT. In fact, Danny Dyer’s eldest daughter actually broke records. The company sold over 70% of its stock ON launch day- that’s uncommon even for celeb collabs.

Founder of In The Style, Adam Frisby, revealed that within just a few hours of the early access going live, the site had half a million users on it. The hype was REAL.

Image Source/ TheSun

In The Style’s celeb/ influencer collabs have a track record of selling well- given the reasonable prices they offer whilst offering the signature In The Style fashion. Their previous collabs have included Charlotte Crosby, ex- Islander Olivia Attwood and Binky Felstead- all of which have done well in their own right- but, Miss Dyer’s topped the charts.

Her collection received 80,000 sign -ups, trumping the success of previous collabs including fashion blogger Sarah Ashcroft’s clothing range.

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Frisby revealed why Dyer was the perfect Islander to reach out to:

“With In The Style I’m very much about girls supporting girls, and so Dani was the perfect partner. From probably week one she was the only one we had our eyes on.”

Since the first release last winter, the Love Island winner obviously made her mark and has remained as face of the brand. She releases new collections seasonally, including a popular swimwear line.

Not only is the range stocked on In The Style, but ASOS are also stockists of it!

It’s not all plain sailing, though…

Dani might have been one of the most- loved islanders of all time, but she’s recently experienced an influx of hate off the back of her new relationship.

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Jack and Dani managed to outlast most of their fellow islanders’ relationship, but even they didn’t make it to a year. In April they announced their split which left the nation questioning life. The nation’s sweethearts had just parted ways- was there any hope left?

Well, a short three weeks after, Dani was pictured kissing her ex on a night out. Ouch.

Image Source/ Irishmirror 

Dani and Sammy, 23, had reportedly grown close before the star had entered the villa back in summer last year. So when she was back on the market, it didn’t take her former love interest long to swoop on in.

Fans were all for ‘Jack and Dani’, so seeing one half of them with someone else so soon after was a bitter pill for some to swallow. Dani received a barrage of hate commented when she shared a couples pic to her Instagram:

“How do people move on so quickly? I’d love to know!” 

Image Source/ IrishMirror

Dyer wasn’t taking the comments lying down though:

“I’m not going to delete anyone’s comments. You all can say what you want to say honestly we live in a free world. But I’m so f happy. I ain’t living a life to prove to people or to fake to people I am something I am not I’ve always been real.”

It might not be what we expected for the winners of the tv show, but, some things just aren’t meant to be.

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