Missguided is a UK-based fast-fashion retailer primarily targeting women aged 16-35. Founded in 2009, it rapidly grew into a global brand, shipping to over 180 countries. Known for its affordable and trendy clothing, Missguided offers a wide array of products including dresses, tops, bottoms, footwear, and accessories. The brand experienced financial difficulties, entering administration in May 2022, before its assets were acquired by Frasers Group. In October 2023, the branding rights and intellectual property were sold to Shein, under which the brand continues to operate, maintaining its focus on empowering young women through accessible, on-trend fashion.
