Sean John Releases First Women’s Collaboration With Retailer Missguided

American rapper Bia for Sean John x Missguided.

UNITED KINGDOM — In 2016, D.M. Fashion Book reported that Global Brands Groups Holding Ltd. acquired a majority stake in Sean John. Founder Sean Puff Daddy Combs will retain a minority stake and continue to be involved in the marketing for the brand (see it here).

Four years later, Sean John is unveiling a debut women’s collaboration, a 117-piece collection with U.K. retailer Missguided, which drops Sept. 29.

American rapper Bia, born Bianca Landrau was tapped for the campaign.

“I think the Sean John and Missguided partnership is brilliant and so classic,” she said. “It is a collection that I feel comfortable in and confident wearing. This shoot was so fun and natural,” the 29 year old added.

The images are a throwback to the 90’s nods and golden era of Hip-Hop. Bia wears a sporty, tomboy look in some shots: sporting a cropped tank paired with baggy, light-washed jeans that reveal an underwear waistband plastered with Sean John’s familiar logo. In another, Bia personifies the inner city street culture and fashion in a matching purple, velour tracksuit. Consumers can also expect puffer jackets, oversize T-shirts, hoodies, bodycon minidresses, bodysuits and accessories like bucket hats, priced between $22 and $152 on Missguided.com.

“The first drop is being labeled the classics and really sees us take inspiration from some of the hero pieces from Sean John’s men’s collections from the early 2000s,” said Missguided’s founder and chief executive officer Nitin Passi. “In the subsequent drops, we will add more categories and look to push the fashion boundaries a bit further as well as react and maximize to what our customer has bought into the most.”

The partnership with Sean John reflects the heart of Missguided’s product strategy, Passi said. It’s to bring “customers new and exciting collaborations that they relate to and uniquely represent” the brand.

“Sean John is iconic,” Passi continued. “A brand with a history in hip-hop culture that hasn’t had a women’s wear collaboration before. That’s why it was a personal target for me, and I’ve been relentlessly focused on securing it for some time. Once we got a foot in the door and a meeting with their CEO and team, we came together quickly. We were aligned on the vision and potential of what this collaboration could offer.”

Photos Credit: Courtesy/Bonnie Nichoalds