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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.
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Hey Kim, we're onto your little game. Just when you thought nothing would top the fake-out "confession" of Kendall's Proactiv ad, the Kardashians do it again. @kimkardashian posted a picture of herself in an old dress Kanye made for her, presumably under his Yeezy label, with a pithy caption pleading for fast fashion brands to let her wear the dress before knocking it off. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Three hours after her post, it popped up on quick-turn retailer @missguided , who has entire website sections dedicated to kopying the Kardashian style. Last year, Fashion Nova famously dropped their own versions of Kylie's custom birthday looks mere hours after she posted them. The lack of transparency around celebrity endorsements is a big problem facing social media. We think we smell a rat. Dieters, is this a thinly veiled collab, or does Missguided have a secret atelier of magical elves making stretchy dresses round the clock and shooting them on Kim K doppelgängers? Lol. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ • ⠀⠀⠀⠀⠀⠀⠀⠀⠀ #kimkardashian #missguided #literally #fastfashion #collab #transparency #designer #yeezy #ye #kanye #kimye #collaboration #magicalelves #speedtomarket #retail #luxurybrand #kardashian #kuwtk #fashionnova #ootd #wiwt #dietprada
A post shared by Diet Prada ™ (@diet_prada) on
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.
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.— Kim Kardashian West (@KimKardashian) February 19, 2019
“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.”
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. You have to sign up for a waitlist because the dress hasn’t even been made to sell yet.— Kim Kardashian West (@KimKardashian) February 19, 2019
“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.”
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.— Kim Kardashian West (@KimKardashian) February 19, 2019
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.”
Gabrielle Sorto is an Atlanta-based freelance writer covering culture, lifestyle, and news. Her work has appeared in CNN, Teen Vogue, INSIDER, and Vice. She can usually be found writing with an overpriced coffee in hand or hanging out with her dog, Rihanna, who is named after exactly who you think.