82% matchWhite Fox
Influencer-fuelled going-out plus branded sweat sets
What changes: Stronger logo loungewear focus, slightly higher prices
Brand profile
Missguided
Manchester-born fast-fashion womenswear brand, owned by Shein since 2023 and operated through founder Nitin Passi's Sumwon Studios joint venture.
ManchesterOrigin
WomenswearFocus
Y2KStyle
$$Price
4 brands like Missguided like White Fox, Shein, Cider →
What to know about Missguided
Built for the night out
The range centres on going-out dresses, co-ords, denim, corsetry and slogan partywear, with tops the strongest category, aimed at roughly 16-35 year olds.
Now a Shein-owned licence
After entering administration in May 2022, the brand's IP passed to Frasers Group and then to Shein in October 2023; collections are sold via Shein and Missguided sites.
Founder still designs it
Shein licenses the name to Sumwon Studios, its joint venture with Nitin Passi, who launched Missguided in Manchester in 2009 and now designs the collections.
How Missguided fits
Overall fit
runs small
Shoppers frequently report Missguided pieces run small and tight, with body-con and going-out styles cut short and snug, so many size up for comfort.
Tip: Consider sizing up one, especially for fitted dresses, denim and corsetry.
Medium confidence · based on 15 sources
By category
| Category | Runs | Shape | Size advice |
|---|---|---|---|
| Jeans & denim | runs small | skinny and body-hugging | Size up if between sizes as denim runs tight through hips and thighs. |
| T-shirts & graphic tees | slightly small | fitted, often cropped | Size up if you want a looser or longer fit. |
| Jackets | true to size | fitted to slightly boxy | Order your usual size but size up if layering. |
Directional fit consensus summarized from public sources with AI — a starting point, not a guarantee. Confirm with the product's own measurements before buying.
If you like Missguided
82% match
76% matchShein
Current IP owner; endless cheap trend drops
What changes: Marketplace breadth and lower prices, no single house style
74% matchCider
Gen Z app-native trend womenswear at low prices
What changes: More TikTok-cute styling, less club/corsetry
70% matchJLUXLABEL
Body-con and co-ord dressing, DTC LA version
What changes: Narrower range, curvier fit focus
Missguided fit questions
Does Missguided run big or small?
Missguided runs small. Consider sizing up one, especially for fitted dresses, denim and corsetry. Shoppers frequently report Missguided pieces run small and tight, with body-con and going-out styles cut short and snug, so many size up for comfort.
How does Missguided fit?
Shoppers frequently report Missguided pieces run small and tight, with body-con and going-out styles cut short and snug, so many size up for comfort. Overall shape: tight and body-con.
How do Missguided jeans & denim fit?
Missguided jeans & denim runs small. Size up if between sizes as denim runs tight through hips and thighs. Shape: skinny and body-hugging.
How do Missguided t-shirts & graphic tees fit?
Missguided t-shirts & graphic tees fits slightly small. Size up if you want a looser or longer fit. Shape: fitted, often cropped.
How do Missguided jackets fit?
Missguided jackets fits true to size. Order your usual size but size up if layering. Shape: fitted to slightly boxy.
Brand facts
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.
- Founded
- 2009
- Origin
- Manchester, United Kingdom
- Made in
- Asia
- Price
- $$
- Focus
- Womenswear
- Facts checked
- September 2026
- Styles
- Y2K, Streetwear, Athleisure / Sportswear