Behind the scenes at Salford-based fashion business In the Style. Social media influencer Lorna Luxe is launching her new summer range and plans a glamorous shoot.
Adam Frisby left school at 15 with no GCSEs, but in just five years he has built his fashion business In the Style into a £30 million turnover company.
Breaking Fashion follows the 32-year-old CEO, his fiancé Jamie and their young team through the summer season as the company competes with rival fast fashion brands to sign up the latest talent, come up with the hottest styles and supply them faster and better than anyone else, risking hundreds of thousands every week.
The company’s USP is the work they do with social media influencers and celebrities. Once Adam has found a star he wants to work with, the team will work closely with them and design a new collection, followed by some serious online promotion. By attaching the brand to celebrities and influencers, Adam and his company’s reach can hit up to 20 million people.
This episode sees the company launching one of its highest-profile collections yet - their latest collaboration with social media influencer Lorna Luxe. Lorna's previous collection with In the Style was a sell-out hit, and Adam is hoping the new summer range will top it. But Lorna has big plans for the new collection. She wants the campaign photo shoot to be a luxurious affair in the south of France. With over 800,000 followers to her name, Adam can't afford to let down the star. But is a shoot costing tens of thousand of pounds a sensible investment for this fast fashion company?
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