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. 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. Despite a welter of consumer surveys highlighting the growing ethical and environmental awareness of millennials and Generation Z, the sales of online fashion companies tell a different story.

Source: The Guardian June 22, 2019 15:00 UTC