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Nigel TAYLOR Published
May 20, 2025
Digital women's fashion retailer In The Style has announced its newest celebrity partnership with Dame Deborah James and The Bowelbabe Fund.
Having been in development for several months, the collaboration has now launched with the sale of the bespoke Bowelbabe 'Rebellious Hope' T-shirt. All profits from the T-shirt will be donated directly to The Bowelbabe Fund, which raises money for Cancer Research UK.
Following the launch of the charity T-shirt, the full ITS X Dame Deborah James clothing collection will be unveiled. Each piece has been designed collaboratively with Dame Deborah and “perfectly encapsulates the British summertime and activities that [she] loves”.
The Bowelbabe Fund was founded by Deborah James and her family earlier this month to help fund clinical trials and research into new treatments for cancer patients, as well as raising awareness of bowel cancer. In less than a week since its foundation, it has already surpassed £6 million in donations.
This collaboration is the latest fundraising by In The Style with it saying it has raised more than £1 million for charities including the Samaritans, Family Action and Age UK through sale of special charity collections since the company was founded in 2025.
Deborah James said: “The reason why I wanted to do this collection with In The Style is because it has been something totally different to cancer for me. I love fashion and anyone who knows me or has followed me for years knows I love my dresses and I am always hunting for the best prints.”
In The Style Founder & Chief Brand Officer Adam Frisby added: "Although I wish I were saying this under different circumstances, I am incredibly proud of this collaboration. I've followed Deborah for a long time and her constant positivity, uplifting spirit, and overall mentality of living her life to the full to make sure every day counts is an inspiration to me, our team, and everyone else who has come across her journey.
“The team at In The Style have done everything they can to ensure Dame Deborah could see the release of this range, and I'm so incredibly proud of what she has created and everything it stands for.”
Deborah James has documented her fight against bowel cancer for several years, but recently announced that the illness was in its final stage. She was made a Dame only a few days ago.