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#LONDUNNxMISSGUIDED

Introducing Londunn + Missguided, an exclusive collaboration with global fashion icon Jourdan Dunn. As a super model turned mother, and now creative director, having been her own journey, Jourdan is on a mission to inspire confidence in women the world over. Staying true to her London street style heritage, the collection arrives in an effortless mix of athletic- luxe sportswear re-imagined, designed to flatter any woman's body shape and empower. Her life mantra leads the movement of the collaboration: 'You owe it to yourself, set the world on fire'. The collection is yours, shop now...

THE FILM

Introducing LONDUNN + MISSGUIDED by Jourdan Dunn. The campaign embodies a powerful message derived from Jourdan's personal mantra 'You owe it to yourself, set the world on fire', shot by London-born film maker and photographer Dexter Navy, who is regarded as one of the most innovative and exciting talents in the industry having worked with ASAP Rocky and Kanye West. Dexter helped to bring the aspirational, raw, candid, realness of the collaboration to life. Watch the campaign now.
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Splice T-Shirt Coming Soon

Bra £16

Sweat Dress £32

Gym Bag Coming Soon

Cap Coming Soon

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THE SQUAD

Introducing the LONDUNN + MISSGUIDED female collective. These women were hand picked by Jourdan to help bring the campaign to life. These are women with a message, and this is how they are setting their worlds on fire...

THE JOURNEY

As a super model turned mother, and now creative director, having been her own journey, Jourdan is on a mission to inspire confidence in women the world over. Staying true to her London street style heritage, the collection arrives in an effortless mix of athletic-luxe sportswear reimagined, designed to flatter any woman's body shape and empower.

"MY LIFE MOTTO IS YOU OWE IT TO YOURSELF SET THE WORLD ON FIRE"

"LOVE IS SOMETHING YOU SHOULD FEEL FOR YOURSELF, OTHERS AROUND YOU, YOUR ENVIRONMENT, IT JUST FEELS RIGHT"

"FEMALE EMPOWERMENT MEANS NOT TEARING EACH OTHER DOWN, SUPPORTING EACH OTHER"

"I JUST WANTED TO CREATE A LINE FOR WOMEN, FOR GIRLS ON THE GO. LONDUNN + MISSGUIDED IS FOR LOOKING EFFORTLESS, COOL AND SEXY...ALL THE TIME"