British model Jourdan Dunn may walk the runways and shoot the campaigns for top brands (Balmain, Burberry, Prada) but there’s a personable high-street side to her too: She was actually discovered shopping in a branch of Primark, and this month, she makes her debut for Marks and Spencer — but not as a model.
It’s as a designer — of children’s wear.
Dunn stunned the fashion world when, at 18, two years after beginning her career on the catwalks of New York Fashion Week, she announced that she was pregnant. She was back on the runway ten weeks after giving birth to her six-year-old son, Riley, who she says is the inspiration behind the collection, Lil’LonDunn, and the reason she now “enjoys” modelling.
“Riley is truly my inspiration,” says Dunn, 25, in an email interview with tabloid!, “and the creation of Lil’ LonDunn, from the initial involvement of fabric and fit through to photography and creative campaign style, has been a real passion.”
Marks and Spencer approached her for the range, which landed in UAE stores on May 25, as part of its collaborative series that has also included a range by Alexa Chung. “It was kind of mad as M&S approached me. I’d never have thought they would want to do something with me — it’s such an iconic British brand. It has been an incredible journey, and I can’t wait to see [Riley] and his friends wearing all the clothes, and I’d do it again in a flash.”
The 22-piece range, for boys and girls aged five-16, is made up of separates such as shorts and T-shirts, sweatpants and hoodies in graphic black and white and bold lettering; prices run from Dh85-155 for items in UAE stores. “Cool” was certainly the vibe that Dunn was going for, and shopping for her son over the years made her realise there’s a dearth of modern, urban looks for kids. She says she would have done children’s wear design even if this opportunity hadn’t come up.
“I found when I would go shopping for my son Riley, stuff was too babyish or there wasn’t anything cool. When you go into a shop there’s a huge selection for girls, then a little corner at the back for the boys. I’m inspired by Riley every day and wanted to create something with a cool, urban vibe. As a mum I also expect great quality design and value for money. I wanted to design clothes that Riley as well as other children would choose to wear themselves, Riley has strong opinions about what he wears. It’s important that he has a way to express himself.”
Like her son, Dunn doesn’t hold back in her honesty about the fashion world, whether it’s tweeting about the dearth of make-up artists able to work on black skin or admitting that “before Riley, I didn’t enjoy modelling at all”.
Dunn says her son — who has sickle-cell anaemia, an inherited blood disorder that affects the oxygen-carrying red blood cells — has “put it into perspective for me”.
“I have to do this [modelling], I want to, to set him up for life. I took it for granted that I had a great career in front of me, but now I realise my opportunities — the fact that I can provide for my family and be an ambassador for sickle-cell disease that Riley is fighting against to help raise awareness of the cause.”
Did you know?
Elle UK magazine this year named Dunn Style Influencer of the Year. So how does she describe her style?
“I don’t have a favourite designer because I feel every designer and brand offers something different and special. Day-to-day I’m all about flats and wedges as they’re easy to get around in, a large bag to carry all of mine and Riley’s essentials in as well as a classic pair of jeans as they’re the [staple] of any outfit.”