Like most of us, the multi-hyphenate, ever name changing Diddy spent most of his lockdown locked into Instagram lives and on Zoom parties. But it seems like the music mogul has also been working on one special collaboration.

It has been announced that his fashion brand Sean John is releasing a collection with Missguided, tomorrow, 29th September. So set your alarm clocks and get ready for the drop, because it’s looking like a great collection!


The collection, which is the first ever woman’s collaboration for the brand, is being fronted by up and coming female rapper, BIA, and there’s no better fit for a brand that is rooted in rap and hip-hop. Sean Combs, known mostly as Diddy, is infamously known as the head of Bad Boy Entertainment, the creative hub behind some of the greatest names in black music: Notorious BIG, Lil’ Kim, Mary J Blige- the list is endless. In 1998, Diddy decided to expand his empire, creating Sean John, a men’s sportswear brand; but is now catering to women: “Over the years, women have supported the brand, worn our iconic velour tracksuits and have been asking for a collection, so here it is!” he says.

For 22 years, the brand has made its mark on fashion despite being what some consider to be too ‘urban’ and ‘niche’. From winning CFDA Men’s Designer of the Year in 2004 to working exclusively with Macy’s to distribute their items, the impact of Sean John is undeniable. “I remember how iconic SeanJohn was to me growing up, it represents a hip-hop legacy that I feel empowered in”, says BIA, the face of the collection.


Discovered on YouTube and mentored by Pharrell, the Boston-born rapper has staked her claim in the hip hop and fashion community with her distinct style and bright orange hair. Not only was she announced as a Savage x Fenty ambassador this year, but in 2018, she was tapped to model for WE ARE MORTALS, a gender-free streetwear brand.


Now, she is the face of the Sean John x Missguided collaboration which is all about female empowerment. The collection features 117 female streetwear looks; is inclusive, ranging from sizes XS to Plus and reworks some of the classic styles of the 90s hip-hop scene.


Find out more about the collection here.


Sep 28, 2020

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