It is now one of the most recognisable names in women's fashion and its collapse into administration last week made headlines around the world. Yet Missguided's fall from grace is just the latest chapter in a fascinating story that goes back to a humble factory in Prestwich, a little over a decade ago.
Founded by maverick entrepreneur Nitin Passi, in just a few years it grew into one of Britain's biggest online fashion retailers, tackling established names like ASOS and Boohoo head-on as it eventually turned over more than £200 million a year.
Production practices came under scrutiny, and it courted controversy with some of its stunts, such as the £1 bikini. Yet the brand was championed by celebs from Nicole Scherzinger to Sofia Richie and most recently Sean John, a strategy its founder said was the key to his brainchild's success.
