boohoo.com Announces Collaboration with Stefflon Don
International etailer, boohoo.com, is excited to announce their latest collaboration with British Rap/Dancehall superstar, Stefflon Don. The co-designed exclusive collection was developed alongside the brand’s design team, set to launch globally on boohoo.com on Thursday 26th April.
The Stefflon Don x boohoo Collection marks the start of the summer season with a range of fresh catwalk inspired trends including Tailored Sports and Athleisure with an Urban twist. Steff’s strong personal style, love for bold colours and strong prints have heavily influenced the collection. Athleisure brights, pastels and metallics are prevalent throughout and the versatile range includes cropped jumpers, co-ordinates and cycling shorts, while showing off fashion- forward statement pieces such as extreme ruffled jumpsuits, body con dresses and printed side split trousers perfect for festival season. Design details can be seen throughout with additional hardware, fringing and contrast piping on seams
The product ranges from £10-£35, staying true to the brand’s ongoing values of creating affordable, trend led fashion for everyone. Stefflon Don has given boohoo.com the opportunity to create a range that appeals to her widespread fan base in an approachable way, giving them access to an exclusive collection without breaking the bank. Additionally, to celebrate the partnership and Festival launch, Boohoo is set to host a huge launch party in London, where Stefflon Don will be performing.
Carol Kane, CEO and Co-Founder, boohoo.com, commented
“We are delighted to be collaborating with Stefflon Don. Working with such a strong female, who is creating waves in the industry and has such a strong sense of style and self has been a pleasure. We know the customer will love what the collection has to offer and we can’t wait for it to launch.”
Stefflon Don, commented
“I am so excited for you to see my Stefflon Don x boohoo collection in time for the summer season! It’s a dream of mine to have a fashion line and work collaboratively with boohoo – it’s so lit I can’t wait for everyone to see it”
boohoo.com continues to push boundaries and capitalize on opportunities in the influencer sphere to bridge the gap between product and their core customer. Since 2016, boohoo.com has executed successful campaigns and design partnerships with talent such as Zendaya, Jordyn Woods, Charli XCX, Stella Hudgens, Chantel Jeffries, and YouTuber Aaliyah Jay, as well as young celebrity stars including Sailor Brinkley Cook and Elisa Johnson. The brand frequently engages with millennials in unique capacities and continues to explore this avenue to generate better engagement both on an international scale and local level in order to stay on the pulse of their target consumer.
The collection will be available in UK sizes 6-24 and will launch globally on 26th April on boohoo.com
About Stefflon Don
Rap/Dancehall artist Stephanie Allen (aka Stefflon Don) switches between dancehall patois, grime verses and honeyed vocals with ease and confidence. Originally born in Birmingham to Jamaican parents, Allen moved to the Netherlands when she was five years old. Her family remained in Holland for nine years before moving to Clapton, East London when she was 14. As Allen grew older she knew she wanted to pursue music, taking on the initial strategy of covering other artists’ work and spinning it in new directions; the first two efforts that gained traction came in 2015, when Allen covered Wretch 32’s ‘Six Words’ and Section Boyz’ ‘Lock Arff’. As Allen became more popular, she collaborated with a number of prominent artists including Lethal Bizzle Sneakbo, Jeremih and Wretch 32 on his 2016 album Growing Over Life. 2016 also saw the release of her debut mixtape, ‘Real Ting’, which featured Jeremih returning the favour as a guest artist.
As 2016 drew to a close, Stefflon Don was highlighted on the BBC’s Sound of 2017 list. The following year, Allen signed her own label ’54 London’ to Universal Music and released her debut single proper ‘Hurtin’ Me feat. French Montana’ which has to date sold over 1.3 million copies globally. After closing an incredible 2017 with an appearance alongside Future and J. Balvin on the remix of MC Fioti’s ‘Bum Bum Tam Tam’, Steff sold out her first ever headline UK tour and also announced an extensive run of dates supporting G-Eazy across Europe. 2017 saw her perform live on ‘Alan Carr’s New Year Spectacular’, BBC’s ‘Sounds Like Friday Night’, at the Capital FM Jingle Bell Ball and live from the red carpet at the MTV EMA’s. In addition, the East London artist also picked up a BRITs Critic’s Choice nomination and a win for Best Female Artist at the 2017 MOBOs; alongside being the first ever British artist to be included in Apple’s ‘Up Next’ Class which saw her US television debut on The Late Late Show with James Cordon.