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MISSGUIDED announces further Playboy collaboration

Tom Shearsmith
03 March 2020

MISSGUIDED has announced the latest instalment in its ongoing collaboration with US brand Playboy, with the announcement coming after consecutive year-on-year sell-out success.

The 2020 collaboration features a 76-piece collection entitled Playboy Reloaded, the the largest fashion collection the pair have put out to date.

Since the pairing's initial launch in 2018, over half a million items have been sold. Three-quarters of these items were bought in the first seven days following each launch, totalling nearly 150,000 customers in 112 countries.

With the consumer demand's increase season after season, the range has expanded to include ready-to-wear, swimwear and accessories. Its overwhelming popularity has resulted in repeated restocks and surging sales.

MISSGUIDED Founder and CEO Nitin Passi said: "Our MISSGUIDED customer knows what she wants and our collaboration with Playboy delivers it. It's a collaboration that has consistently resonated with our customers and gets stronger with every collection."

The campaign material features a backdrop of Los Angeles, with photos from Adam Rindy. Playboy Reloaded is modelled by sisters Loz and Gigi AKA Blessed. The duo were picked for the campaign for the "undeniable confidence they exude wearing the latest drop."

PLAYBOY X MISSGUIDED's 2020 collection features oversized hooded sweaters, corset tops, jogger sets and t-shirt dresses. The range is designed to be easily styled and suitable for various occasions. Prices range from £8 to £40.

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