Though Sean “Diddy” Combs made Sean John a brand synonymous with an era of New York hip-hop and streetwear more than two decades ago, it’s still experiencing a first.
The brand is partnering with U.K.-based retailer Missguided to launch is first-ever women’s collection this fall.
Missguided and Sean John, which is now owned by CAA-GBG, a joint venture between Creative Artist Agency and Global Brands Group, collaborated on a 114-piece women’s collection that combines Sean John’s legacy with contemporary street style and athleisure.
Centered around “the classics,” the collection marries Sean John hallmarks like the use of velour and nylon fabrics and its scripted logo with some of the trendiest styles of today, including matching jogger and hoodies, oversized T-shirts, bike shorts, mini dresses, leggings and bodysuits.
The statement bandana print seen throughout the collection is a nod to the outfit Combs’ then-girlfriend, Jennifer Lopez, wore to the 2000 MTV VMAs.
The collection also includes a selection of logo-adorned intimates and accessories like bucket hats.
“Real disruption that resonates with customers isn’t just about getting ranges and collaborations right, it’s about being prepared to break new ground,” said Nitin Pass, Missguided founder and CEO. “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.”
Passi added that this is more than a one-time collaboration. Shoppers can look out for new drops from the partnership in the future.
Missguided and Sean Jean tapped up-and-coming American rapper BIA to star in the campaign. BIA began teasing the collection to her 730,000 Instagram followers.
The collection, which will be available in sizes XS to XL beginning Sept. 29 on the Missguided website, will retail for $15-$101.