Jourdan Dunn For Missguided Is (Finally!) Here — & We Want It All

After much anticipation (i.e. a flurry of posts scattered across social media), British model Jourdan Dunn has finally unveiled her clothing line, LONDUNN, a 96-piece collaboration with affordable e-tailer Missguided. Like many of the other celebrity-faced ready-to-wear and accessories collections (think: Rihanna Fenty x Puma, Kanye West's Yeezy x Adidas), Dunn's designs are heavily influenced by streetwear; there's velour tracksuits, puffer coats, hoodie bodysuits (yes, really), and bodycon pencil skirts with drawstring waistbands. Unlike the former labels, however, every piece in Dunn's line falls under the $120 mark, meaning you're getting buzzy-worthy items at an approachable price.

“I’ve been a big fan of Missguided for a while now," Dunn told Refinery29 of the collection. "I feel that, out of all the online fast-fashion retailers, they’re really authentic. [They're] the same way as I see LONDUNN as empowering and uplifting women, making them feel cool and confident for less. There’s been a conversation between Missguided and my agency for a while. Then, my agency presented them with the idea of a collaboration with Londunn, and they were all for it. It makes sense because they totally got me as a person [as well as] my brand, and their consumers are potentially my consumers. It was the easiest meeting ever. Their goals and dreams matched mine, so I was like: Let’s do this."

Though this isn't Dunn's first foray into the fashion industry (last February, she designed a children's line for Marks & Spencer), it was her first time serving as creative director of a brand, where she says she "was involved in every step, from choosing the fabric and designing to [deciding] the concept of the campaign to [casting] the girls" in order for it to be the most authentic representation of herself, as such, you'll see a lot of the pieces from Londunn + Missguided hanging in her own closet.

“I wanted [the collaboration] to be a reflection of my style, which I say is street-chic," she said. "Now, the cool thing is to be in sportswear that you can take from day to night, and that’s always been my vibe. [When it comes to] what I want to wear, it always depends on how I feel — but most days, when it’s me taking my son to school and trying to avoid traffic, I just don’t want to think about an outfit. So, me putting on one of the tracksuits is a no-brainer; from there, I can go to the gym or to my agency for a meeting.”

But, Dunn didn't just inject little parts of herself and her life experiences, into every piece; she put parts of it into aspects like the marketing, too. The campaign features Leomie Anderson, a model and founder of LAPP, a platform that advocates for women's issues, model and photographer Briana Laviena, singers Riana Sawayama and Rainy Milo, and model Georgia Palmer, and, if you follow Dunn on Instagram, you may have noticed the subtle meaning behind it.

“The message of the campaign is actually from one of my tattoos: ‘You owe it to yourself, set the world on fire,’ which I got for my very first i-D cover. It stuck with me, and the fact that Missguided wanted to base the campaign on that was pretty cool. It [says] you owe it to yourself — and nobody but yourself — to be the best version [of you]. For me, also, it shows my journey and growth from when I first started, with my first i-D cover, to now, having my own brand. [The campaign] is all about empowerment and being the women that you want to be. So, it was important to have a collective of girls that reflect that and who were different and unique from each other. When we had the casting, I wanted to find out their story: what she wants to do and where she wants to be."

One look at the nearly-100 piece offering, and you'll be able to tell it's 100% Jourdan. Click on to see and shop the collection in full, and if you're not able to get your hands on this limited-edition collaboration, stay tuned: Dunn promises there's way more Londunn + Missguided in the works).

Londunn + Missguided Black Fleeceback Wide Leg Logo Joggers, $54, available at Missguided.
Londunn + Missguided Gray Fleeceback Wide Leg Logo Joggers, $54, available at Missguided.
Londunn + Missguided Black Fleeceback Raw Hem Midi Skirt, $51, available at Missguided.
Londunn + Missguided Black Loopback Bardot Top, $51, available at Missguided.
Londunn + Missguided Gray Loopback Bardot Top, $51, available at Missguided.
Londunn + Missguided Gray Fleeceback Raw Hem Midi Skirt, $51, available at Missguided.
Londunn + Missguided Black Mesh Hoodie, $69, available at Missguided.
Londunn + Missguided Gray Cropped Fleeceback Sweatshirt, $51, available at Missguided.
Londunn + Missguided Black Triangle Logo Bra, $29, available at Missguided; Londunn + Missguided Black Logo Panties, $22, available at Missguided.
Londunn + Missguided Black Halterneck Logo Bra, $29, available at Missguided; Londunn + Missguided Black High Cut Knickers, $22, available at Missguided.
Londunn + Missguided Silver Sequin Mini Dress, $108, available at Missguided.
Londunn + Missguided Silver Sequin Bardot Jacket, $99, available at Missguided.
Londunn + Missguided Navy Faux Fur Hooded Jacket, $126, available at Missguided.
Londunn + Missguided Gray Velour Bomber Jacket, $72, available at Missguided.
Londunn + Missguided Navy Velour Bomber Jacket, $72, available at Missguided.
Londunn + Missguided White Faux Leather Drawstring Bag, $27, available at Missguided.
Londunn + Missguided Black Mesh Sleeve Hem Scuba Hoodie, $54, available at Missguided.
Londunn + Missguided White Mesh Sleeve Hem Scuba Hoodie, $54, available at Missguided.
Londunn + Missguided Black Crepe Belted V-neck Bodysuit, $45, available at Missguided.
Londunn + Missguided White Crepe Belted V-neck Bodysuit, $45, available at Missguided.
Londunn + Missguided Pink Loopback Popper Sleeve Bodysuit, $58, available at Missguided.
Londunn + Missguided Gray Loopback Popper Sleeve Bodysuit, $58, available at Missguided.
Londunn + Missguided Pink Satin Hooded Longline Jacket, $90, available at Missguided.
Londunn + Missguided Black Scuba Hoodie, $63, available at Missguided.
Londunn + Missguided Pink Cowl Neck Hooded Sweater Dress, $69, available at Missguided.
Londunn + Missguided Navy Cowl Neck Hooded Sweater Dress, $69, available at Missguided.
Londunn + Missguided Black Oversized Logo Sleeve Sweater Dress, $58, available at Missguided.
Londunn + Missguided Silver Hammered Satin Duster Jacket, $108, available at Missguided.
Londunn + Missguided Pink Hammered Satin Duster Jacket, $108, available at Missguided.
Londunn + Missguided Navy Hammered Satin Duster Jacket, $108, available at Missguided.
Londunn + Missguided Black Open Back High Neck Top, $54, available at Missguided.
Londunn + Missguided White Open Back High Neck Top, $54, available at Missguided.
Londunn + Missguided Gray Open Back High Neck Top, $54, available at Missguided.
Londunn + Missguided Gray Velour Joggers, $63, available at Missguided.
Londunn + Missguided Navy Velour Joggers, $63, available at Missguided.
Londunn + Missguided Pink Satin Cuffed Joggers, $72, available at Missguided.
Londunn + Missguided Black Popper Side Joggers, $51, available at Missguided.
Londunn + Missguided White Ribbed Jersey Crop Top, $22, available at Missguided.
Londunn + Missguided Gray Ribbed Jersey Crop Top, $22, available at Missguided.
Londunn + Missguided Black Ribbed Jersey Crop Top, $22, available at Missguided.
Londunn + Missguided Pink Ribbed Jersey Crop Top, $22, available at Missguided.
Londunn + Missguided Pink Ribbed Square Neck Mini Dress, $40, available at Missguided.
Londunn + Missguided White Ribbed Square Neck Mini Dress, $40, available at Missguided.
Londunn + Missguided Black Ribbed Square Neck Mini Dress, $40, available at Missguided.
Londunn + Missguided Pink Hammered Satin Halterneck Crop Top, $33, available at Missguided.
Londunn + Missguided Silver Hammered Satin Halterneck Crop Top, $33, available at Missguided.
Londunn + Missguided Navy Hammered Satin Halterneck Crop Top, $33, available at Missguided.
Londunn + Missguided Pink Oversized Logo Sleeve Sweater Dress, $58, available at Missguided.
Londunn + Missguided Gray Oversized Logo Sleeve Sweater Dress, $58, available at Missguided.
Londunn + Missguided Black Mesh Logo T-shirt, $45, available at Missguided.
Londunn + Missguided Gray Oversized Slinky Zip Through Hoodie, $63, available at Missguided.
Londunn + Missguided Pink Oversized Slinky Zip Through Hoodie, $63, available at Missguided.
Londunn + Missguided White Wide Sleeve White Logo Bodysuit, $54, available at Missguided.
Londunn + Missguided Black Wide Sleeve White Logo Bodysuit, $54, available at Missguided.
Londunn + Missguided Gray Ribbed Midi Skirt, $33, available at Missguided.
Londunn + Missguided Pink Ribbed Midi Skirt, $33, available at Missguided.
Londunn + Missguided Black Ribbed Midi Skirt, $33, available at Missguided.
Londunn + Missguided White Ribbed Midi Skirt, $33, available at Missguided.