UK fast fashion retailer Missguided is giving consumers a glimpse behind the scenes of its operations with a new four-part television series.
‘Inside Missguided’ will launch on Channel Four from 12 August at 10pm GMT, “inviting viewers into the world of one of the biggest online retailers in the UK”.
Nitin Passi, the company’s owner, saw his Manchester-based company go from zero turnover to over GBP200m (US$261m) a year. But after eight years of success, Missguided lost GBP26m in 2017/2018.
The series will follow the brand as it doubles down its efforts – spending more than ever before to bring the business back.
The series shows the company open marquee stores, seal multi-million-pound collaboration deals with A-List celebrities, and continue to compete with its fashion house rivals.
Alongside Passi, the show focuses on a group of female employees from designers to campaign managers, as viewers are offered an insight into what it’s really like to work in a fast-paced fashion business.
Missguided was amongst 16 fashion retailers including M&S, Primark, Asos and Boohoo, to be quizzed by UK MPs on what they were doing to reduce the environmental and social impacts of the apparel they sell, amid concerns the so-called ‘fast-fashion’ business model encourages over-consumption and generates excessive waste.