Clothing Collaboration: Jourdan Dunn Unveils Ath-leisure Range With Missguided
British fashion model Jourdan Dunn has unveiled her highly anticipated new clothing collaboration with the fast-fashion retailer Missguided.
The collection is called Londunn – a name favored by Dunn‘s 7-year-old son Riley and focuses on ath-leisure. “I chose ath-leisure because I want women to feel sexy and comfortable at the same time. Even what I’m wearing now; it’s loose and cozy but still has those feminine elements with the slits,” said Dunn, via WWD.
Pieces include loose, see-through mesh tops, bras with elastic trims bearing the Londunn logo, hooded bodysuits and various tracksuits in an array of textures and colors.
Dunn added that she wanted to create a versatile collection that can be worn with both sneakers for the day or heels, for a more dressed-up evening look.She hinted that she is thinking of incorporating sneakers into her next line for Londunn.
The campaign feature Leomie Anderson, founder of the fashion brand LAPP, songwriter Rainy Milo, photographer Braina Laviena, model Georgia Palmer and pop singer Rina Sawayama.
“I feel that by showcasing a group of women who are unique and different to each other says a lot and makes the brand more relatable. They are all beautiful women but also have a story to them,” said Dunn. “It was a fun process to have my own casting because I wanted to ask them questions that they wouldn’t normally get at other castings. I asked random things like, ‘If you were a dinosaur, what dinosaur would you be?’ We wanted to get personality, to get to know the girls and make them feel like they are a part of this.”
Dunn is ready for another launch. “Right after this launch we’re going to go into our next meeting and come out with more ideas. I really do see the Londunn brand growing with Missguided.”
She chose to partner with the fast-fashion retailer because she wanted to offer affordable products. She also related to the informal, playful way Missguided speaks to its customer. “My audience is the same as their audience and I feel like social media has definitely played a role in this. Our customers are the young, social media girls shopping on their way to school. The great thing is that Missguided is primarily online, so you can be on your way home from school and pick your outfit for your next Friday night out and it’s affordable, amazing clothes,” she said.
“Jourdan will give us a lot of credibility because she is a supermodel. She created a huge ath-leisure range which we want to keep on doing for a few seasons. She’ll want to wear it out, and give it to her circle of friends, which includes a lot of influencers, so it will work well,” said Nitin Passi, the company’s founder and chief executive officer.
Londunn x Missgided will officially launch on March 11. It will be sold online at the Missguided website and newly opened retail store at Westfield Stratford.