Missguided unveils biggest Playboy collaboration yet

By

Barbara Santamaria

Published
Mar 3, 2020

Amid falling sales, UK fashion retailer Missguided bets on a collaboration that has proven to be successful with its millennial customers.

The latest drop with American lifestyle brand Playboy (the previous ones sold out) is their largest release to date, introducing 76 pieces across ready-to-wear, swimwear and accessories.

It is the latest evolution of Missguided’s highly successful collaboration with Playboy, a story that started in 2018. Since then, over half a million items have been sold, and three-quarters of these were bought in the first seven days following each launch by over 150,000 customers in 112 countries.

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Consumer demand for the range has increased season after season, resulting in repeated restocks and surging sales, something the fashion brand will no doubt try to replicate after seeing sales fall by nearly £30m in the year to March 2019.

“Our Missguided babe knows what she wants and our collaboration with Playboy delivers it," said Missguided founder and CEO Nitin Passi. “It’s a collaboration that has consistently resonated with our customers and gets stronger with every collection.”

The latest iteration, titled Playboy Reloaded, is inspired by the brands’ united mission to empower its wearers globally. Featuring bestsellers alongside brand new streetwear-inspired silhouettes, it includes hoodies, corset tops, jogger sets and t-shirt dresses bearing the famous Rabbit Head and Playboy Insignia.

Sisters Loz and Gigi AKA Blessed have been tapped to model the pieces for the campaign, which was shot in Los Angeles by Adam Rindy and Gary Long.