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A truly misguided situation ….
A lesson for fast fashion businesses who recreate knockoff designs at an alarming rate without the original designers permission and releasing them into the market for a measly amount of dollars. Kim Kardashian West has most certainly put her foot down to ensure fast fashion companies show some respect for her brand and design authenticity or bear legal repercussions. In her lawsuit against Missguided USA, she waged war with a company she says used her face, body and name to sell knockoff dresses. This was initially reported by TMZ in an article ” Kim Kardashian sues Fashion Co. “You’re fully “Missguided” ..Using me to sell Knockoffs!!!” (2/20/2019 TMZ) .
Missguided USA as well as fast fashion companies such as Fashion Nova have been well known to recreate some of Kim’s outfits at an unprecedented rate and released to the public for a quarter of the price off retail . Kim has been awarded $2.7 million in damages in addition to $60k in attorney fees from Missguided USA as a result of the law suit she took up in February this year.
In the ruling, the judge said, “Missguided has repeatedly used Kardashian’s name and likeness without permission on its social media platforms to promote the sale of its clothing.” (TMZ “Kim Kardashian awarded $2.7 Mill in Knockoff dress lawsuit “, 07/03/2019) The lawsuit was won through forfeiture as Missguided USA did not respond to it . Missguided USA is now legally required to stop all activities on it’s website that portrays Kim in any such way inclusive of using her hair and body. Missguided USA has been notorious for continuously tagging Kim Kardashian West on Instagram feigning a portrayal of an ongoing business relationship with the Keeping Up With the Kardashian star and entrepreneur.
On Feb 8 2019 Kim posted an old fittings picture of herself in a gold dress her husband Kanye West had created for her summer trip to Miami which she did not wear. It did not take long for this look to be replicated by Missguided USA as seen on their Instagram post several hours later.
Kim expressed her frustrations on her feelings toward fast fashion companies in a lengthy Twitter thread in February after her vintage 1998 Thierry Mugler dress was replicated by Fashion Nova in less than 24 hours after she wore it to the Hollywood Beauty Awards. Some of her Instagram followers accused her of secretly collaborating with the website Fashion Nova behind the scenes to push sales as a publicity stunt. The general public and fast fashion customers found it impossible that fast fashion could be this fast!!!
Kim has had public feuds also with Fashion Nova another fast fashion website which collaborates with her sisters. Fashion Nova however does not use models that are similar in looks to Kim Kardashian West but are known for releasing her knockoff designs at an alarming rate. The star recently poked fun at the situation with an Instagram post of her pet dog wearing the same dress.
The star posted a picture on Instagram with a paid partnership with the SecretlifeofPets poking fun at the situation with the fast fashion industry