Missguided

Missguided is a Manchester-founded fast-fashion womenswear label targeting shoppers aged roughly 16-35, built on going-out dresses, co-ords, denim, corsetry and slogan partywear at high-street prices. Nitin Passi launched it in 2009 and it grew into one of the UK's largest online fashion players before entering administration in May 2022. Frasers Group bought the assets, then sold the intellectual property and trademarks to Shein on 30 October 2023. Shein licenses the brand to Sumwon Studios, its joint venture with Passi, which now designs collections sold through Shein and Missguided sites.