our brand

Our mission is to empower females globally to be confident in themselves and be who they want to be. Missguided is a bold, straight talking and forward thinking fashion brand inspired by real life that aims to do exactly that. Everything we create is informed by our customer along with global influences like social media, street style, and popular culture, creating a destination that delivers and encompasses everything it means to be a girl on the go in the world today.

our product

We create looks designed by in-house talent that's made to equip millenial women with the fashion they need for all elements of their life. And since our aim is all about empowerment, we make it easy for everyone by making our product affordable. Its not just fast fashion - its rapid fashion. We drop up to 1000 brand new styles every week, working constantly to bring our babes the freshest pieces, put together in wearable ready-to-go outfits.

who run this mother

Nitin Passi is the man behind Missguided, starting his career in the New York fashion industry he set up on his own in 2009. With a loan of £50k, a passion for product and endless ambition, fast forward to present day, Passi runs a global multi platform brand and strives to continuously better what we do in every aspect.

babes of missguided

Babe power is at the heart of our brand. We believe in championing young talent and real women, inspiring a new generation of unstoppable females to be themselves and achieve whatever they want. Our babes are the dreamers, believers and doers who represent our customers, brand advocates and iconic women from all shades of life and creative expression.

We do all this and as much as we can to ensure we source ethically and to avoid acts that constitute modern slavery. To this end we have a team that is dedicated to understanding our supply chains, ask them about their operations, ensure they understand what supplying ethically means and provide guidance, training and assistance where necessary.