How a £1 bikini discovered the converting form of rapid fashion

by Marie Rodriguez

It was billed as the bikini that “received’t ruin your bank stability, however, might damage the internet” because of the predicted stampede of buyers to get their arms on a skimpy black polyester two-piece. The £1 gown from Manchester-based online retailer Missguided went on sale almost a fortnight ago. However, it hit the headlines the remaining week while it changed into marketed throughout Love Island – a display the store has used for its promotions before. Last year, Missguided subsidized the production, and the few garments worn by the contestants had been all from its tiers.

The black bikini did indeed reason the anticipated net sensation, but no longer for its sex attraction. Fast fashion critics took to social media to label it an image of a throwaway fashion culture that now sees British consumers throw away one million tonnes of clothing each yr. Founded a decade in the past via Nitin Passi, Missguided is amongst a small quantity of internet fashion brands to have loved fulfillment at a time while the traditional excessive road is on its knees.

While massive names like Marks & Spencer (M&S), Topshop, and Monsoon are struggling to hang directly to their aging customer bases, Missguided and online opponents Asos, Boohoo, and PrettyLittleThing have cleaned up, promoting cheaper style to younger women in their teenagers and twenties who shop online in place of at the excessive road. Passi told the Observer that no matter the furor.

The enterprise becomes not embarrassed approximately the £1 bikini as it changed into being sold at a loss as an advertising stunt – designed to drag within the punters to promote the other items simultaneously. I think we need to be cautious now not to confuse the symbolism of totems with real issues,” says Passi. “The £1 bikini becomes priced to generate hobby, and we’re not embarrassed about it. We’ve always lived near the threshold in terms of advertising. However, we’re comfy with that due to the fact there are in no way shortcuts when it comes to the product.”

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