Rarely does a week go by without a major fashion brand launching either a model-backed collab or an activewear line. Oftentimes the two converge. (See: Rosie Huntington-Whiteley for Marks & Spencer, Heidi Klum for New Balance, Behati Prinsloo for Juicy Couture.) Looking at the numbers, it’s no surprise. In the age of social media, an Instagirl endorsement can lead to a dramatic sales boost. Plus, while sales of women’s apparel have essentially plateaued, sales of activewear have been steadily on the rise, reports the NPD.
So the beat goes on. This week, U.K. fast-fashion retailer Missguided is hopping on the model-designed athleticwear train. Missguided’s catwalker of choice? Balmain favorite Jourdan Dunn. The duo’s street-ready athleisure collection, dubbed “Lon Dunn” (by Dunn’s seven-year-old son Riley, cue the awws) launches March 11.
“I chose athleisure because I want women to feel sexy and comfortable at the same time,” the Victoria’s Secret alum told WWD. The crowd-pleasing range is full of currently #trending looks (see-through mesh tops, velvety drawstring pants, high-leg hooded bodysuits) and of-the-moment accents (tearaway seams, XXL sleeves).
If all goes as planned, this will be the first of many Lon Dunn collections. “Right after this launch we’re going to go into our next meeting and come out with more ideas. I really do see the Lon Dunn brand growing with Missguided,” shared the supermodel, who’s eager to branch into sneaker design.
The collaboration will be available on Missguided’s e-commerce site and at the brand’s newly opened Westfield Stratford location beginning March 11. Missguided is known for its affordable pricing and inclusive sizing, so we assume the range will cater to all budgets and shapes. (If not, curvy athleisure lovers can shop Nike’s new, long-awaited plus-size range.)
Click through the slideshow below to preview the Lon Dunn collection, modeled by songwriter Rainy Milo, LAPP founder Leomie Anderson, photographer Braina Laviena, model Georgia Palmer, pop singer Rina Sawayama and the woman of the hour.
[ via WWD ]