Missguided unveils latest Barbie line following previous sellouts

By

Sandra Halliday

Published
Apr 25, 2018

As festival season looms, Missguided is launching its latest BarbiexMissguided capsule collection following a strong response to previous linkups with the Mattel-owned brand.

It’s actually the fourth collection on which the two labels have collaborated and follows strong sell-throughs for the previous three.

The appeal of the previous lines also reflects the ongoing popularity of the Barbie brand beyond its core little girl audience. As a pop culture icon, the venerable doll brand also resonates strongly with the Gen Z and Millennial shoppers who played with her as children.

The newest drop of BarbiexMissguided apparel is the latest in a strong 2018 rollout strategy of licensed categories globally for Barbie, including stationery with a European Moleskine partnership and a beauty hook-up with Sephora France.  

The Missguided collaboration, which was designed in-house by the retailer’s team, takes inspiration from Americana with fringed jackets, red, white and blue sequinned denim and slogan tees over stars and stripes. 

Given the current logo trend that's riding high, the company has made the Barbie logo signature bigger than previously across boxy cropped T-shirts, over Missguided pink and coloured tie-dye loungewear sets.

There are also mix and match denim jackets and shorts, tie-dye tops and flares and streetwear-inspired jogger sets with new “playful logo scaling”. The previously successfully denim dungaree dress is also being brought back in two festival styles with sequins and metal fringing.