The man who founded financially threatened In The Style from his bedroom in 2013 has responded to claims made by Jacqueline Jossa that she has not been paid in months.
The EastEnders actress (pictured in main image, left), who signed a promotional deal worth an estimated £1m in 2020, is reportedly consulting her lawyers over an unpaid ‘five-figure sum’ while the company is said to be set to enter administration.
The former I’m A Celebrity: Get Me Out Of Here! winner told her 4m Instagram followers that she “can’t get a response from anyone at the company”.
“My name and image is still being used all over the website, helping the brand to sell stock, yet I haven’t been paid for months,” she wrote.
“I see them signing up new faces and continuing to launch new collections and I feel it’s my responsibility to let the new girls know that their contract is unlikely to be honoured and they are unlikely to be paid.”
Adam Frisby (pictured, above, with models) left his role as CEO of the online fashion retailer in September 2024. He took to Instagram Stories to support Jossa and employees at the company – including two pregnant women, and several mothers – who he said are being sacked without pay.
“I’ve spent the whole morning trying to find the right words, but honestly, I’m at a loss. I know I can’t stay silent about this, no matter what threats of legal action come my way,” he wrote.
“What I’ve learned about how people are being treated at In The Style this week has left me with no choice but to speak out.
“Longtime, loyal employees who have poured so much into this company are being called into meetings, dismissed on the spot, and denied ANY pay.
“Among those affected are two pregnant employees, as well as many mothers with children to support. It’s heartbreaking.
‘I’ve reached out to anyone I know [who has been] affected to offer whatever support I can, but it’s hard to find the right words when something feels so wrong.
“In The Style will move forward, that much I know, and mark my words… the same owners will still be in control. I just hope people start to see them for what they really are now.”
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Jossa has been supported by former Geordie Shore regular Charlotte Crosby (pictured in main image, right), who also took to Instagram Stores to vent her anger.
Crosby wrote: “That business was something special for 10 years, built on incredible values, and it’s heartbreaking to watch all of this unfold.
“But it’s about time the truth is exposed for everyone to see. People shouldn’t be allowed to get away with this!”
She also spoke about seeing ‘firsthand the mental toll leaving In The Style took’ on Frisby and his partner Jamie Corbett.
The digital womenswear fashion brand, based in Salford, floated in London in 2019 with a market value of £105m but things have since taken a drastic turn.
By March 2023, its market cap had dropped below £1m and it was saved from administration when its only operating subsidiary, In The Style Fashion Limited, was acquired by family office Baaj Capital LLP for £1.2m.
In February 2025, Sky News reported that FTS Recovery is set to be appointed as administrator to the company, with a prepack insolvency with Baaj Capital being one possible option.
Drapers, citing a source, reported today that In The Style has cut at least 17 jobs as the business edges towards a pre-pack administration.
BusinessCloud has contacted In The Style for comment.
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