The online fast-fashion retailer, Missguided debuted a bikini costing an unfathomable one pound on its website as part of the company celebrating 10 years of empowering women.
While it is likely the women who work in the factories sewing Missguided’s items are feeling far from empowered earning less than one pound per day, Missguided’s promotion of a garment so ludicrously cheap counters everything about sustainability in the fashion industry from an environmental and social perspective.
As oblivious as Missguided may be to the apparel industry accounting for 10 percent of global carbon emissions or being the second largest industrial polluter, second only to oil, the curious fact remains how grossly the fast fashion retailer is out of sync with consumer sentiment, let alone with corporate social responsibility.
