Pop Star's Fashion Venture Sinks After Six Years
Leigh-Anne Pinnock, the former Little Mix singer, has discreetly shut down her struggling swimwear brand, In A Seashell, after the business failed to turn a profit throughout its six-year existence. The 34-year-old artist had launched the inclusive fashion line back in 2019 with her business partner and friend, Gabrielle Urquhart, receiving additional creative input from her sister, Sairah.
The Rise and Fall of an Inclusive Brand
The brand positioned itself as a champion of body positivity, offering bikinis priced around £30 that aimed to embrace all body types and shapes. Leigh-Anne herself frequently modelled the collection in promotional campaigns, showcasing everything from vibrant blue ruffled bikinis to delicate floral two-pieces. Despite the initial enthusiasm and celebrity endorsement, the company's fortunes never improved.
Evidence of the brand's demise became apparent when its official website was pulled offline, its stock was removed from major retailer ASOS, and its Instagram page ceased updates in February. While the parent company, Pure & Obsession Ltd, remains technically active, recently filed accounts at Companies House reveal a bleak financial picture.
The latest balance sheet shows the company has accumulated debts of £165,000 for 2025 and has never recorded a profit, even accounting for the challenging pandemic lockdown periods when holiday travel and swimwear demand were severely limited.
Business Struggles Amid Personal Challenges
This business closure coincides with a period of personal challenges for the singer. Leigh-Anne recently appeared on the Sh**ged, Married, Annoyed podcast, where she candidly discussed the strains on her marriage to footballer Andre Gray. The couple, who married in June 2023 and share four-year-old twin daughters, maintain a long-distance relationship as Andre plays for Turkish club Fatih Karagümrük.
She revealed they are fortunate to see each other for just three days per month, describing the situation as incredibly difficult for both of them. The singer had previously hinted at relationship troubles in a TikTok video, acknowledging that Andre had 'broke her heart' early in their relationship but had worked to change for her.
The contrast between the brand's optimistic beginnings and its quiet end is stark. Back in 2020, co-founder Gabrielle Urquhart had celebrated the company's first birthday with a hopeful social media post, expressing pride in their journey and excitement for the future. The company's motto of 'nothing but love and good vibes' ultimately couldn't overcome the harsh realities of business economics.
