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Kim Kardashian West sues fashion company for using her likeness to sell clothes

She is also calling out fast fashion brands on social media.


Gabrielle Sorto


Posted on Feb 22, 2019   Updated on May 20, 2021, 6:32 pm CDT

Kim Kardashian West has filed a $10 million lawsuit against Missguided, a fashion brand that the celebrity says has used her likeness to sell clothing.

Missguided is known for recreating celebrity fashion looks at more affordable prices. Missguided isn’t the only brand to do this, but West is calling the fashion brand out in a lawsuit that says tagging her in posts on Instagram leads people to mistakenly believe that she is associated with the company.

“And in fact, consumers have already expressed such confusion, suggesting in social media posts and online articles that Plaintiffs must be in a ‘collaboration’ with Missguided,” the lawsuit states.

In addition to the lawsuit, Kim is calling out fast fashion brands on social media. Earlier this month, she posted an outfit on Instagram and asked fast fashion brands not to “knock it off.”

“Going through old fitting pics & found this gold look that Kanye made for me for my Miami trip last summer (I went w the neon vibes instead),” she wrote. “P.S. fast fashion brands, can you please wait until I wear this in real life before you knock it off?”

Despite her plea not to recreate the look, another fast fashion brand, Fashion Nova, quickly had a similar look on their Instagram for sale. “Hey Kim Kardashian, we just couldn’t help ourselves,” the caption said. Despite being similar to Missguided, Kim is not suing Fashion Nova. It could be because her sister Kylie Jenner has worked with the brand in the past.

Missguided replicated the dress as well, but it appears that the outfit dupes from Missguided have been deleted from Instagram.

Last week, Kim went on a Twitter rant railing against brands that recreate her looks. “It’s devastating to see these fashion companies rip off designs that have taken the blood, sweat and tears of true designers who have put their all into their own original ideas,” she wrote.

“Only two days ago, I was privileged enough to wear a one-of-a-kind vintage Mugler dress and in less than 24 hours it was knocked off and thrown up on a site – but it’s not for sale,” she said. “You have to sign up for a waitlist because the dress hasn’t even been made to sell yet.”

“So, as always, don’t believe everything you read and see online. I don’t have any relationships with these sites. I’m not leaking my looks to anyone, and I don’t support what these companies are doing.”

Missguided released a statement to E! News saying they aren’t aware of the lawsuit.

“We haven’t received any notification of legal action, but in any event any action based on online banter would be meritless,” the statement said. “Missguided shoppers know the score—We’re about the celeb look, for people without their bucks. For the record, as much as we love her style, we’re not working with Kim on anything.”

H/t The Verge

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*First Published: Feb 22, 2019, 1:12 pm CST