Following collaborative collections with the likes of Amber Rose Amina Blue and Pia Mia, British fast-fashion retailer Missguided tapped supermodel Jourdan Dunn for its latest conjoint endeavours. A collection by the name of Londunn, Jourdan Dunn x Missguided.
is a lavish line up that focuses on athleisure. When asked why she would go the route of comfy chic, the global fashion icon told WWD “ I want women to feel sexy and comfortable at the same time.” But how does Londunn stand out among the many athleisure lines to date? One word, versatility. While athleisure has become a trend many are tapping into, Jourdan has upped her range by providing a immense collection which can go from day-to-night. While there are loose, see-through mesh tops, bras and panties outfitted with elastic trim bearing the Londunn logo and cropped crewnecks, there are also quite a few pieces — such as slitted midi skirt and a sequin mini dress — that can be worn with both sneakers and heels.
To mark the launch of the new and affordable collection, an accompanying campaign has been released. An empowering lookbook that not only stars Jourdan Dunn but a squad of women the supermodel chose herself. The diverse group includes fellow models Leomie Anderson and Georgia Palmer as well as songwriter Rainy Milo, singer Rina Sawayama and photographer Braina Laviena. Each woman is seen in an underground parking lot (think Beyonce’s Don’t Hurt Yourself) outfitted in the best of Londunn.
While Missguided is known for its various collaborations with fashion influencers, pop culture icons, actresses and musicians, the Brit brand is noted to be very excited about its latest collaborative project. Nitin Passi, the company’s founder and chief executive office, stated that Londunn will give the brand a lot of credibility due to Dunn’s supermodel status and influence. They hope to keep Londunn on for a few seasons with Jourdan already thinking to adding sneakers in the future.
Available online now, Londunn includes athleisure essentials such as bodysuits, tracksuits, hoodies and joggers alongside trendy pieces such as bardot tops, open back tops, midi dresses and skirts.