The LonDunn x Missguided 96-piece collection launched in store on 11th March 2017, following an extensive marketing campaign including an advert broadcast during the Brit Awards 2017 on ITV.
Andrew Lane CEO said “The collaboration between Jourdan Dunn’s LonDunn brand and Missguided is a perfect extension of Jourdan’s vision, and has been an exciting three-year journey. As the owner of Fluid World - LonDunn’s global brand agent, working together with Jourdan, Missguided and Storm Management has been seamless. Like me, I know that all parties are really excited to see the collection in the Missguided store and online.
Jourdan Dunn explains "I always knew my first collaboration with Missguided was going to be streetwear and a reflection of my own style - which is street chic. I wanted this to be an Ath Leisure line that is practical, but at the same time make women and girls feel confident in an effortlessly cool way. I wanted it to be accessible for all women and girls. We all love to wear sportswear now – this reflects how busy our lives are, but we still want to look cool and chic. There are demands on how we live and I wanted my collection to reflect how modern women live day to day.
Whether you’re a working mum like me, a student, or a working girl, we all expect stylish clothes and we don’t want to spend hours putting a look together. During the course of a typical day in London I might take Riley to school then run to the gym and go onto a meeting, then maybe I’ll meet friends for drinks or dinner. I want to look good and feel great. None of us really have much time anymore to think about re-creating a total look for each part of our day.
I love the mesh jogging bottoms, I’ve been wearing them nonstop; I love all of the tracksuits (love the colours) – I wear them everywhere and whether I’m relaxing at home, picking up Riley or travelling to the airport – they’re very easy to wear, and I love the skirts, which flatter every shape. I style up all the pieces depending on whether I’m going from day to night – so I’ll wear a pair of jogging pants with trainers and then I’ll swap the trainers for the night and wear them with heels to dress them up. Missguided were very easy to work with – the whole team have their finger on the pulse of what their consumer likes, and their knowledge of the fashion industry and some of the brilliant young creatives we worked with, were second to none. I cannot tell you how excited and proud I am about this collaboration.
Missguided CEO, Nitin Passi comments saying: Not only is Jourdan a positive role model to our customer she has also been a pleasure to work with. The whole process has gone so seamlessly and our views on what we wanted to create; product and campaign wise have been perfectly aligned. We are excited to be releasing the first drop of the collection in March.