Inside Missguided- Everything you need to know

In case you missed it, we are on TV. Inside Missguided: Made In Manchester is landing on 12th August at 10pm on Channel 4.

The 4-part missguided documentary will take a look into the highs and lows of everything we do at Missguided HQ. From collabs with your fave influencers, to the creation of new fashion lines and a few staff parties thrown in there too. 

Ever wanted to know what it is like to work in our Manchester office? Well here’s your chance.

Episodes will be airing weekly at 10pm on Channel 4, you can also binge watch all the episodes on All4 from Wednesday 12th August.

Expect to see laughs, tears, stressful moments and even a glimpse or two of the Real GC.

Inside Missguided- About Us

Nitin Passi is the man behind Missguided. He started his career in the New York fashion industry and set up on his own in 2009. With a loan of £50k, a passion for product and endless ambition, Missguided was born.

We are now known amongst our 4 million customers as an iconic, award winning, confident brand famed for our empowering message.

Nitin Passi- Inside Missguided
Nitin Passi

Our global campaigns range from collaborations with supermodel Jourdan Dunn, international talents such as Sofia Richie and iconic brands including Barbie and Playboy. Inside Missguided shows some of our most successful campaigns on their journey from concept to reality.

Female empowerment is the core message that resonates through everything we do. Not only do we want our customers to look amazing, we want them to feel it too. From our clothes to our campaigns, we are on a mission to make every woman feel confident, sexy and effortlessly cool.

As a team and a brand, we are on a mission to empower women and create the clothes that you wanna wear. With influences from social media, street style and celeb culture, we strive to be your number 1 destination when it comes to finding a new outfit.

If you really wanna see what it is like behind the scenes, take a look inside the Manchester HQ office.

Missguided Office Chill Pods

Meet Missguided

It’s probably about time we introduced you to the cast of Inside Missguided. With over 300 employees at the Manchester HQ, it was impossible to catch everyone working hard, but here’s the team members that made it to your screens.

Click on the profiles to read a full Q+A with each team member

Our campaigns

Wanna know a little more about the campaigns featured in the show? (Of course you do). Here’s some of the finished results.

Jordan Lipscombe

We created a line with influencer and Youtube icon, Jordan Lipscombe. The collection was hand-picked by Jordan herself and the documentary follows the creation of the campaign you see below.


LOVETHYSELF was mission to empower ALL babes to love themselves and their bodies. Trapped in an age of social media and constant comparisons, we wanted to show women that beauty is not determined by what we see on Instagram. It does not have a size, shape or colour. We reached out to 9 strong, body confident women who dared to challenge perceptions by stripping down and baring all to the world.
Missguided LoveThyself Shoot
Lovethyself Shoot Sophie Lee

Meet the influencers

You may have noticed some familiar faces in the show, such as Youtubers, Insta stars and celebs. Take a look at all the Babes of Missguided featured in the doc below.

More Iconic Missguided Campaigns

As you may have noticed from the Inside Missguided documentary, our campaigns get people talking. From the Summer ad that was banned in 2019, to disruptive talking points such as the Pamborghini, Fat Jewish and Baddie Winkle.

Pamborghini (2016)

In episode 2 of Inside Missguided, you may have heard Nitin refer to our most successful guerilla marketing campaign, The Pamborghini. The £300K sports car was wrapped in pink Missguided branding with none other than Pamela Anderson on the bonnet. 

We wanted to pay homage to the original Hollywood hot-girl, an icon that paved the way for our influencers today. The stunt got 25 million shares on social media.
Pamborghini Missguided campaign
Pamborghini Missguided campaign

Baddie Winkle (2016)

Looking and feeling fire isn’t just about your clothes, it’s about your attitude, your confidence and your self-love. Our 2016 campaign with Baddie Winkle proved just that. The 92-year old fashion icon is someone we all aspire to be. She is disruptive, powerful and she doesn’t give a f*ck what anyone thinks. We wanted to channel that energy through our Christmas party campaign with her. We headed to a Soho nightclub with Baddie and created an unforgettable ad.

The Fat Jewish (2019)

At Missguided, we champion all things body positivity, and that goes for EVERYONE, from our customers to our models. In 2019 we teamed up with Josh Ostrovsky, aka The Fat Jewish, to create “The Ultimate Guide to Confidence”. The male plus size model and comedian preaches self love and isn’t afraid to break a few rules. We threw a HUGE party for him and loads of our hottest and most-confident models.

Make Your Mark (2017)

The Make your Mark campaign was one of the first campaigns in the UK to feature completely unretouched models. We chose 8 models and activists that we thought represented everything we stood for. They were empowered women that were proud to show off their bodies, scars and all.

Wanna work for Missguided?

We are an equal opportunities employer and do not discriminate on the grounds of gender, sexual orientation, marital or civil partner status, pregnancy or maternity, gender reassignment, race, colour, nationality, ethnic or national origin, religion or belief, disability or age.

If you wanna join the team and be part of our journey, take a look at our vacancies. From design, to IT there is something for everyone.

Apprenticeship opportunities

We have also opened up apprenticeship schemes for anyone starting their career in fashion. You will gain access to mentoring sessions from our CEO Nitin Passi, free clothes and the opportunity to secure a role at Missguided HQ at the end of your course. Take a look at the current apprenticeship schemes available and keep your eyes peeled for more coming soon.

Doing things right – Missguided Supply Chain Ethics

While we know you love the fashion we bring, we also know it can’t be at any cost and in recent years we’ve made big strides to get things right.. While we know we’re not perfect – no business is – how we source and the lengths we go to to do it right, is important to us, because we know it’s important to you.

And it’s why we didn’t hesitate when Channel 4 asked to take a look at how hard our ethics team works too. 

We’ve laid down standards and policies to reflect how we want to operate; fairly, responsibly and sustainably.

This statement’s grand title is our Corporate Social Responsibility statement, but what it means is we  work hard to make sure that what we do is right – not just for us, but also for the people we work with, the communities we’re based in and the world around us. At its core is a belief that all workers in our supply chain should be treated with fairness, dignity, and respect. Working conditions should be safe and acceptable, irrespective of where in the world they may be and suppliers should demonstrate care and concern for people and the environment.

We regularly review our product supply chain to ensure our suppliers meet these requirements, working closely with them providing support and training where necessary. While our products are keenly priced, we do not view our products as disposable, and we constantly invest so we meet customers’ expectations, both in terms of quality and responsibility.

Read our full statement and find out more here