P.Diddy links with Missguided for first womenswear collab

By

Sandra Halliday

Published
Sep 21, 2020

Fast fashion e-tailer Missguided is continuing to focus on high-profile collaborations with the company on Monday announcing that it has linked with Sean Combs (aka P.Diddy), via his streetwear brand Sean John, for a major womenswear launch.

They’ll be launching a collection this month, but it’s more than a one-off with an ongoing partnership part of the deal. For now, they’ve created an extensive 117-piece collection, inspired by the history of the Sean John brand and its music heritage.

The collection features everything from velour to nylon to sweat fabrics and will be available from September 29 in sizes XS to Plus and retailing from £12-£80.

“Real disruption that resonates with customers, isn't just about getting ranges and collaborations right, it's about being prepared to break new ground,” said Missguided Founder and CEO, Nitin Passi. “And with Sean John x Missguided, that's precisely what we've done — the first Sean John collaboration for women, built around how we know the MIssguided customers want to look. And we'll be unveiling additional Sean John x Missguided ranges as our partnership builds”.

Sean Combs said it’s “an exciting partnership” for his label and that “we feel like the time is right to bring a strong, style-driven collection to market for women. We couldn't think of a better partner than Missguided, because they get it. Over the years, women have supported the brand, worn our iconic velour tracksuits and have been asking for a collection, so here it is”.

The collection is supported by a campaign shot by Bonnie Nichoalds and fronted by up-and-coming rapper BIA, “who embodies the collaboration's fearless, creative and trailblazing spirit”.

Her inclusion in the campaign also “brings to life the authentic music DNA of the Sean John brand and Missguided’s mission for female empowerment,” we’re told.

The offer features “classic styles updated in contemporary silhouettes with the signature pieces loved by Lil Kim, Rihanna and Paris Hilton reimagined for future idols”. The statement bandana print seen throughout the collection is a nod to Jennifer Lopez's Sean John moment from the 2000s.