Missguided – the women’s only clothes website that fell into administration today – was founded 12 years ago by Nitin Passi, a 39-year-old former public schoolboy who became one of the most recognisable faces in the fast fashion industry

Missguided – the women’s only clothes website that fell into administration today – was founded 12 years ago by Nitin Passi, a 39-year-old former public schoolboy who became one of the most recognisable faces in the fast fashion industry. 

Passi, a fitness fanatic who drove a £300million pink Lamborghini, revolutionised online fashion retailing with his focus on social media endorsements by celebrities including , Sofia Richie and Jourdan Dunn – while tempting millions of young women to buy his products by advertising them on popular TV show like Love Island. 

But he was also known for controversial stunts like the release of a £1 bikini, which attracted heavy criticism from environmentalists and optimiztech campaigners concerned about low wages in the fast fashion industry.  

Claims of poor labour practices would go on to dog Passi throughout his time at Missguided, alongside a string of other controversies including a copyright lawsuit against which saw the firm forced to pay out £2million in damages.  

A Channel 4 documentary two years later coincided with the peak of Missguided’s success – as a boom in online sales during the pandemic helped gain Passi a fortune (listed as £250million by the 2019 Sunday Times Rich List).But the firm would go on to struggle as sales were hit by the reopening of physical stores and the cost of living crisis. 

Nitin Passi with American model Sofia Richie at a Missguided launch party in LA in 2019

Nitin Passi with American model Sofia Richie at a Missguided launch party in LA in 2019 

Passi posing with Jourdan Dunn at a 2017 launch event in London for one of the company's new ranges

Passi posing with Jourdan Dunn at a 2017 launch event in London for one of the company’s new ranges 

Passi in a trailer for Channel 4's Inside Missguided documentary, which aired in 2020

Passi in a trailer for Channel 4’s Inside Missguided documentary, which aired in 2020

<div class="art-ins mol-factbox floatRHS news" data-version="2" id="mol-2dc3aa90-e0f5-11ec-b3e8-0faf8cdf8a7b" website rise and fall of Missguided as firm goes into administration

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