It was billed as the bikini that “won’t break your bank balance but might break the internet” because of the predicted stampede of shoppers to get their hands on a skimpy black polyester two-piece.The £1 costume from Manchester-based online retailer Missguided went on sale nearly a fortnight ago, but hit the headlines last week when it was advertised during Love Island – a show the retailer has used for its promotions before. Last year Missguided sponsored the show and the few clothes worn by the contestants were all from its ranges.
The black bikini did indeed cause the expected internet sensation, but not for its sex appeal. Fast fashion critics took to social media to label it a symbol of a throwaway fashion culture that now sees British shoppers throw away a million tonnes of clothing each year.
The outrage was heightened by the government’s decision on Tuesday to reject plans for a 1p fashion tax that had been proposed following an investigation by MPs on the Commons environmental audit committee (EAC). Until then, Missguided’s biggest problem had been keeping up with customer demand: the bikini was selling out in every size – from 4 to 24 – within 45 minutes after each restock.
Founded a decade ago by Nitin Passi, Missguided is among a small number of internet fashion brands to have enjoyed success at a time when the traditional high street is on its knees.
While big names like Marks & Spencer (M&S), Topshop and Monsoon are struggling to hang on to their ageing customer bases, Missguided and online rivals Asos, Boohoo and PrettyLittleThing have cleaned up, selling inexpensive fashion to young women in their teens and twenties who shop online rather than on the high street.
Passi told the Observer that despite the furore, the company was not embarrassed about the £1 bikini as it was being sold at a loss as a marketing stunt – designed to pull in the punters to sell them other items at the same time.
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