Fluid World, the global agent for British supermodel Jourdan Dunn, has detailed the launch of her new children’s clothing range, Lil’ LonDunn, in partnership with Marks & Spencer.
The collection is aimed at both boys and girls from age five up until 16, and is an ‘urban, upbeat range’ made up of 22 pieces.
“We are delighted to be Jourdan’s global brand agent for the LonDunn brand," said Andrew Lane, CEO of Fluid World.
"Fluid World have developed this collection with Jourdan and the licensing division at Storm Management over the last two years. Together we brought Jourdan’s creative vision to Marks & Spencer, and we are all very excited that they are our first global license partner for Lil’ LonDunn.”
Dunn has been closely involved in the direction of the project from the very beginning, working on all aspects spanning fabric and fit choices through to photography and creative campaign style.
Her six year old son Riley features among the children in the first campaign shoot, which will launch in April.
“My collection is inspired by London and has the cool, urban vibe that I look for when choosing clothes for Riley," said Dunn.
"It’s been an absolute pleasure to work on this project, and I can’t wait to see the clothes on Riley and all his friends.”
Stephanie Chen, trading director for Kidswear & Home at Marks & Spencer added: “We are thrilled to be working with Jourdan on her first childrenswear range and she has been really passionate about the project every step of the way.
"Using her unique insight as both an iconic British model and working mother, Jourdan has carefully designed the style, colour palette and look & feel of the clothing and campaign.”