Since the pandemic, loungewear and activewear has become a fashion staple. Cue Adanola, the Manchester-based clothing brand looking to take over wardrobes one collaboration at a time.

The label has become known for its ‘ADA’ branded attire, the idea being to keep its identity and aesthetic at the heart of its marketing despite rapid rise, fuelled by a recent tie-up with model and influencer Kendall Jenner.

“We always say we’re a brand-led business,” explains Lily Thistlewood, head of digital and CRM. “We will never lose that. It’s at the soul of everything we do and will run across all of our channels.”