Intotum is an adaptive fashion brand founded by Hanan Tantush, a London College of Fashion graduate who is changing what inclusive design looks like. Hanan launched Intotum after seeing her grandfather struggle to find clothing he could wear comfortably following cancer surgery, and has since become one of the most exciting names in adaptive fashion.
Hanan has won more than 15 awards including the 2024 Grand Prix Inclusive Design at the Institut Français de la Mode in Paris, the Santander X UK Awards, the LCF Enterprise Challenge, the NatWest Accelerator, and the DBACE Awards. She debuted at London Fashion Week just six months after launching, and was named the youngest person on the Drapers 30 Under 30 list for 2025.
Intotum Fashion:
Where it started:
When Intotum came to Socialife, our intial focus was on community building, activating their growing online community and establishing Hanan as a leading voice within the adaptive fashion industry. They arrived with 24,726 Instagram followers and everything they needed to grow.
What we’ve done:
In December 2025 we onboarded Intotum onto our full scale social media management package, with content going live from January 2026. The package covers end-to-end management across Instagram and TikTok, including planning, content creation, copywriting, posting, and analytics tracking.
Each month we facilitate an on-site content shoot, alternating between model shoots and founder-led shoots. This gives the business a consistent flow of high quality, varied content that showcases to both the product and the person behind it.
Whilst Socialife leads on strategy and content delivery, Hanan is very much an active part of the account. As a hands-on founder with a clear understanding of what her industry needs from her, she creates her own content to fill gaps, document in-the-moment events she is attending, and share relevant updates from within the adaptive fashion world. We work best when we work collaboratively with our clients, and with Intotum that approach keeps the account feeling authentic, timely, and genuinely connected to its community.
The results:
Summary:
Since January, Intotum's Instagram following has grown from 24,726 to 41,160. That's an increase of 66.5% in just a few months. Across the same period, the account has racked up 4,355,105 views, reached 2,095,173 accounts, and seen 308,516 interactions. TikTok has added a further 627,000 views on top of that.
Our initial goal with Intotum was to build a solid, engaged community, and we have achieved this. Total interactions are up 44.3% since January, showing real engagement growth alongside the significant increase in followers.April was Intotum's strongest month yet for new followers, well ahead of March, and the momentum keeps building rather than stalling out.
The growth isn't just about followers either. External link taps have climbed significantly, showing that people are not just watching, they're clicking through and showing genuine interest in the brand.
Having built that community, our focus now shifts to turning it into sales. The next stage for Intotum is all about increasing conversions and driving more of that engaged audience towards purchasing.