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Behind the brand – Sean John X Missguided

Q+A with Assitant Buyer – Antony Knight

Written by Liv Grady

May 21, 2021

blak and white photo with sean john logo

In case you missed it, Sean John Courtside Edit has just dropped on Missguided. The exclusive Sean John X Missguided collection has been made in partnership with the iconic streetwear brand.

Wanna find out more about what goes into creating one of our legendary collaborations? We got you. We caught up with Assistant Buyer on the collabs team, Antony, to find out more about the process and how we turn ideas into the final pieces you see on the website.

girl sat on the floor in white tracksuit sean john
girl wearing sean john top and green glasses

Assistant buyer Q+A – Sean John X Missguided

Tell us a bit about yourself and how you landed your role?

I am 25 and I have been at Missguided for two years. I joined as a Buying Admin Assistant in 2019 and I am now working as an Assistant Buyer on the Brands Department.

What’s your favourite thing about the role?

Working with the team to develop trend driven product that sits at the forefront of the business for our partner brands. I also love having a first view of all the exciting ranges we have in the works.

How did you get into buying?

I studied Literature at University but always loved fashion! I had a background in retail and worked up from stores to head office roles before moving over to buying around 3 years ago.

How is the process of buying different for a collab than for our usual collections?

Buying for a collab means that we get to work with international partners to develop the product at really cool brands like Playboy and Sean John. We work across loads of different areas of the business to make sure the product looks incredible! There is the added pressure of making sure everything is ready in time for launch and loads of extra focus from our management teams. It can be super busy but is so worth it when the product goes online!

There is the added pressure of making sure everything is ready in time for launch and loads of extra focus from our management teams. It can be super busy but is so worth it when the product goes online.

Antony Knight – Assistant Buyer

How was working with the team at Sean John to develop the collection?

It has been great to work with the New York based team. They love our designs and the Missguided edge we have brought to the SJ brand!

What was the concept behind the new collection?

The concept for the new collection really plays in to the revival of early 2000s trends with upscale denim and sportswear graphics on really fresh and new colour pops. Just imagine Destiny’s child in some oversized dungarees and crop top or Jennifer Lopez in a full blue velour tracksuit. Dreamy!

Just imagine Destiny’s child in some oversized dungarees and crop top or Jennifer Lopez in a full blue velour tracksuit. Dreamy!

Antony Knight – Assistant Buyer

What was the most difficult part about creating this collection?

The most difficult part was bringing this collection to life while mostly working from home. We have adapted to working on video calls to review product and added in extra precautions when shooting the range to keep everything looking as amazing as always. We love being around the product so it has been difficult not being as hands on as we usually are.

How long does the process take from sourcing an item to seeing it launch? (can you explain a little about the process?)

We sent initial designs to the Sean John team last Autumn so that they could sign them off before any samples can be made. Once the samples come in from the suppliers we select the range and raise the orders while doing loads of work in the background to make sure the customer is getting the best from fit, quality and design. Once production is made up we arrange the shoot to have all of the stellar images ready in time for when the delivery arrives in the warehouse to make sure the customer can get her hands on the latest trends before anyone else.

What are your 3 favourite pieces from the collection?

1. The Dungarees. These are a super cool and a versatile styling piece levelling up your outfit 2. The Black Varsity jacket – This is to die for!! You can style this up to wear out for drinks or just a casual spring time walk 3. Green rib zip through mini Dress – I’m all over green this summer and the quality of this rib is unreal. I can fully imagine Kylie and Stassie twinning in the blue and green dresses

Shop Antony’s top picks