Jourdan Dunn has teamed up with fashion retailer Missguided to produce a new ath-leisure clothing label, Londunn.
The collection is designed to be comfortable enough for sportswear and includes feminine and daring details such as slits and see-through mesh. Styles from the line include tracksuits in velvet and satin, bras and loose mesh tops, hooded body suits, cropped sweaters, and skirts.
Dunn created the collection to be versatile enough to be worn casually during the day, or dressed up with heals in the evening. She said: “I chose ath-leisure because I want women to feel sexy and comfortable at the same time.”
The advertising campaign to launch the collection features a diverse range of women including model Georgia Palmer, singer Rina Sawayama, songwriter Rainy Milo, photographer Braina Laviena, and Leonie Anderson, founder of fashion brand LAPP.
Dunn believes that showcasing a group of unique and different women will make the brand more relatable and wants to make sure the personality of each individual is expressed in the campaign.
She partnered with Missguided for the range so it would be affordable, and also because she likes the informal way that the retailer communicates with its customers, particularly via social media. She explained: “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.”
Missguided has partnered with several celebrities in the past including Pamela Anderson and Nicole Scherzinger. Founder and chief executive officer, Nitin Passi, said about the collaboration: “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.”
The range will officially launch on the 11th March and will be available from the Misguided website and retail store at Westfield Stratford.