You probably won't be able to guess who Missguided, the quirky, fashion-forward women's clothing line, chose to be the new face of its brand. But once you hear who it is, it'll likely make perfect sense. That's right: It's Pamela Anderson x Missguided, and it's every bit as epic as you may have hoped.
"The '90s pin-up is our ultimate girl power hero, as an empowered, sexy but strong confident female with an epic life story to tell," the retailer wrote on its website. "She embodies everything we champion at Missguided."
The new campaign features bold swimwear, deep-plunge lace-up bodysuits, cut-out paneled Bardot dresses, and more. According to Missguided, Anderson was the perfect person to boldly represent the styles that the brand wants to embody: Classic pinup looks with a hard, '90s rocker edge.
Despite the fact that Anderson looks absolutely amazing, making a 48-year-old woman the face of a clothing line (particularly one geared specifically at a younger demographic) might seem like a risky move. However, it's exactly the kind of risky move that more brands should be making. Anderson's presence at Missguided is a testament to the fact that style, sexiness, and ability to experiment with fashion know no age or limitation.
"As a fun and bold brand, we believe in championing confidence and empowering women," said Missguided founder Nitin Passi in a press release. "Pamela Anderson is the ultimate babe and original pin-up for that. She's iconic."
The spring/summer 2016 collection was helmed by creative director Soki Mak, with visionary photographer Arvida Byström behind the camera. Together with Anderson, this girl power dream team created something impactful and unexpected.
"We wanted to create something daring and iconic that really tells people who we are — tongue in cheek, fun, and confident," Passi noted in the campaign promo via email. "Pamela's like our Missguided spirit animal — she embodies our brand attitude and resonates with a large proportion of our audience who grew up in '90s. We also wanted to spark some conversation — it’s definitely a bold move for us."
With Anderson as the face of the brand, the newest offerings from Missguided come as promised: Classic pinup with a hint of '90s edge, all under the umbrella of Anderson's unapologetic, live-out-loud aesthetic.
Crepe Bardot Midi Red Dress, $42.50, missguided.com
This incredible party dress is basically like Pam's Baywatch swimsuit in dress form — naturally, the campaign had to include one of those iconic shots, too.
More important than the clothes, however, is Anderson's incredible visage at the front of the brand. She is a woman who has done incredible things in her long career, and at 48, she's clearly not showing any signs of slowing down. In fact, it looks like she's just getting started.
YES PAMELA, YES.
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Images: Photography by Arvida Byström/Courtesy Missguided