One half of social media stars and charity campaigner LadBaby Mum aka Roxanne Hoyle has launched her latest In The Style collection - exclusively with George at Asda.
She wants to spur on change with her first in-store collection and aims to help women of all shapes and sizes feel amazing about their bodies with a range in sizes from 6 to 28.
Roxanne, who is married to LadBaby dad Mark Hoyle, who live together in Nottinghamshire, said: “This is probably one of the biggest days of my life.
"Over the past year, I have been designing a range of clothes to try and make everybody feel good regardless of shape and size. My goal was to make people feel happy and today it goes in Asda stores and via Asda George online.”
In a poignant video, Rox visited Asda to see the collection.
She said: “Even as a self-assured person, after having a baby I felt self conscious. I would actually come to Asda to do the big shop and would buy clothes like leggings and tops because they would go into my size and they were colourful and nice shapes and nice fabrics which made me feel good.
"So to be standing here today with my own clothes in Asda stores is incredible. I hope mums and women like me can pick up stuff that makes them feel amazing.”
Asda says Roxanne’s range is a must for any mum and includes leggings, jeans, jump-suits, T-shirts and In The Style’s best selling cardigan of the year in two styles.
Designed with comfort in mind, the collection isn’t only for lounging and can be dressed up or down for weekend wear. Slogan jumpers include positive reinforcement for all women including ‘You Got This’ and ‘Living My Best Life’
Roxanne’s In The Style ranges are always record breaking that sell-out in record time, and this is no different with most of the range selling out the minute it went on sale.
The latest range has been a big hit with fans, with prices starting from only £12.
Rox said, “I am a size 16 now and when I was growing up, my size always fluctuated and there were never ranges or options for every size. I often couldn’t wear what my friends wore as some stores only catered up to a 14. I always wanted to dress a certain way, I felt confident in my body but there was nothing that catered for my shape and size.
"I’ve been a size 12 and a size 22 and I’ve been happy at every size but it takes years to build that confidence up and it takes a lot. Women need to be able to love themselves, nobody should have to choose different fashion based on their body size."
Asda has reported that lots of Roxanne's online range has sold out in record time with new stock being added.
The range is also in-store at 100 branches with plans in place to roll-out further.
You can view the range here and see what stores are stocking it here.
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