Jourdan Dunn creates athleisure collection with Missguided

By

Barbara Santamaria

Published
Mar 8, 2017

British supermodel Jourdan Dunn has joined forces with Missguided to launch a 96-piece collection described as “athletic luxe re-imagined”.

The new line, called ‘Londunn’, expresses her own London street style and takes inspiration from the popular athleisure movement, with valour track suits, bomber jackets and satin joggers designed to make a statement.

“I wanted to this to be an athlesiure line that is practical but at the same time make women and girls feel confident in an effortlessly cool way,” said the model, who was heavily involved in every stage of the project, from initial design meetings to campaign concepts.

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“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.”

The range includes mesh hoodies, extreme sleeve shapes and underwear with branded elastic waists – all pieces designed to be easy to wear and to flatter all body types.

The launch of the collection will be supported by an ad campaign directed by London-born filmmaker and photographer Dexter Navy. The campaign embodies a message derived from Jourdan’s tattooed ink markings which reads, “you owe it to yourself, set the world on fire”, and features models personally cast by Dunn.

 “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,” commented Missguided CEO Nitin Passi.

Londunn + Missguided will be available in-store and online from 11 March.