Kim K just won $2.7m from Missguided for using her likeness

That’s so misguided

July 52019

Oh, Missguided. The online retailer is constantly under criticism for its misguided (sorry, not sorry) decisions. Most recently, this was over the terrible decision to sell a £1 bikini – read more on that here.

Now, the clothing site has been taken to court by Kim Kardashian West (no, she’s not representing herself just yet) for using her likeness to sell its products.

In one example, Kardashian West posted a picture of herself in a gold dress and mere hours later, Missguided posted a similar version with the caption: “The devil works hard but Missguided works harder.”

Not defending itself, Missguided was ordered to pay $2.7m in damages and has been banned from using her trademarked likeness again for the sales or distribution of its products.

In a statement the company said: “We know the view of the Californian court. The legal process has not reached a conclusion.”

Our favourite pop culture Halloween costumes for 2025

Talking to the man who paints over Fendi bags

‘Let’s chop it up, babe’: Vivian Wilson and Alex Consani go head-to-head

Sia Arnika wants to dress you like a ‘Harbor Bitch’

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

I’ve watched these companies profit off my husband’s work for years and now that it’s also affecting designers who have been so generous to give me access to their beautiful works, I can no longer sit silent.
— Kim Kardashian West (@KimKardashian) February 19, 2019

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