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Channel 4 to air "Inside Missguided" documentary

Tom Shearsmith
06 August 2020

Manchester-based fast fashion womenswear brand Missguided is to be the subject of a new Channel 4 documentary, taking viewers behind-the-scenes at the company.

The series explores the growth and expansion of Missguided into one of the UK’s largest online fashion retailers and reveals what life is like for their young, female dominated workforce.

Nitin Passi, the company’s maverick owner, saw his Manchester based company go from zero turnover to over £200 million a year. But after eight years of enormous success, Missguided lost £26 million in 2017/2018.

"The series will follow the brand as they double down their efforts and attempt a glitzy comeback – spending more than ever before to bring the business back to glory in 2019. Opening marquee stores, sealing multi-million-pound collaboration deals with A-List celebrities and continuing to do battle with its fashion house rivals," a statement said.

Passi announced the news on Instagram, commenting: "Last year I decided to allow a camera crew to come to our HQ to film an unfiltered, see-us-as-we-are view of the passion, hustle and madness that happens behind the four walls that are Missguided.”

Produced by Pulse Films, the 4-part series will begin to air 12 August 2020 at 10pm, with all episodes available to binge-watch online after the first airs.

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