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P.Diddy releases first Sean John collaboration with Missguided

Tom Shearsmith
21 September 2020

Missguided and P.Diddy's streetwear brand Sean John have teamed up to create a 117-piece collection, inspired by the history of the brand and its music heritage.

Classic styles are 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 iconic Sean John moment from the 2000s.

Missguided Founder & CEO, Nitin Passi, said: "Real disruption that resonates with customers, isn't just about getting ranges and collaborations right, it's about being prepared to break new ground. 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 this is more than a one-off - we'll be unveiling additional Sean John x Missguided ranges as our partnership builds."

The campaign, shot by Bonnie Nichoalds, is fronted by the up-and-coming icon and rapper BIA, who embodies the collaboration's creative and trailblazing spirit. BIA's spotlight in the campaign brings to life the authentic music DNA. of the Sean John brand and Missguideds' mission for female empowerment.

In a statement, P. Diddy added: "This is an exciting partnership for Sean John, 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 available from the 29 September in sizes XS to Plus and retailing from £12-£80.

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