Missguided

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Missguided is a UK-based multi-channel retailer selling clothes aimed at 16–35 year old women.^[1]

Missguided's headquarters were in Salford, Greater Manchester until 2015 when they moved to Trafford Park.^[2][3] Missguided have also launched a menswear brand called Mennace, delivering through their website.^[4]

History[]

Missguided was established in 2009 by Nitin Passi who remains the owner of the company.^[5]

Since its launch, the online retailer has experienced rapid growth in the UK ^[6][7] and has expanded into USA, Australia, France and Germany.^[8]

In March 2015 Missguided launched in US department store Nordstrom, followed by a concession at Selfridges Trafford Centre in June.^[9] In November, the second UK bricks-and-mortar store was opened within Selfridges Manchester Exchange Square and the third was opened in Selfridges in Birmingham in March 2016.^[10]

During September 2015, the company introduced tall and petite lines which each featured around 70 pieces each, following its plus size collection in November 2014.^[11] For Winter 2015 the company launched a range of collections including lingerie, nightwear, a new denim collection as well as a premium collection called Peace & Love.^[12]

In May 2016, Missguided launched a range of wedding dresses. The collection was made up of 19 pieces for brides and bridesmaids.^[13] In September 2017, Missguided announced the launch of brother label Mennace.^[14]

Collaborations[]

A Lucozade Zero booth marketing a tie-in with Missguided in 2017 in Birmingham

In March 2014, Missguided marked its fifth birthday with a collaboration with singer Nicole Scherzinger. The 40-piece collection was designed by Scherzinger.^[15]

May 2015 saw a collaboration between Missguided and R&B singer Pia Mia.^[16]

In March 2016, the womenswear label announced that Pamela Anderson would front their SS16 collection.^[17] The campaign was shot by Swedish photographer Arvida Byström,^[18] from a concept created by creative director and stylist Soki Mak.^[19]

A Bikini A Day bloggers Tash Oakley and Devin Brugman collaborated with Missguided in May 2016 to launch a new swimwear line.^[20]

In September 2016, the company announced a campaign collaboration with American model and singer Amber Rose.^[21] The company also launched collections with bloggers including Carli Bybel,^[22] Caroline Receveur,^[23] Sarah Ashcroft^[24] and Alexis Ren. November 2016 saw Missguided launch its first flagship store in Westfield Stratford, London.^[25]

In 2017, Missguided launched a collection with British supermodel Jourdan Dunn. ^[26] In the same year Missguided was involved in a campaign by Lucozade Zero.

In 2019, Playboy x Missguided was re-launched, after first debuting in 2018. The collection was met with mixed reviews, due to the ambiguous reputation of Playboy Magazine, and the design choices made in the collaboration^[27]

In the same year, the collection 'SofiaRichie x Missguided', produced in collaboration with model Sofia Richie was also launched on the official Missguided website.^[28] The model announced the collaboration across all of her social media accounts, in coordination with the brand's social channels.^[29][30]

References[]