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missguided bikini

Here's how Missguided responded to the £1 bikini backlash

Last week saw online fast-fashion brand, Missguided, proudly released a £1 bikini.

Whilst the price has proved appealing to many, others weren't so sure on how ethical this product can actually be.

The bikini is made out of 100% new plastic material. Containing 85% polyester (a nonbiodegradable material), this product will outlive us all.

Following a surge of complaints on social media, the fast-fashion retailer has responded with this statement:

"We launched the £1 bikini as a promotional item to celebrate 10 years of empowering women to look and feel good without breaking the bank. It cost us more to produce than £1 and we're absorbing the costs so we can offer it at an incredible price as a gift to our customers. There has been no compromise with this bikini - it is sourced to the same high standards as all of our other products."

Yes, Missguided has responded. However, yet again they have failed to provide sufficient information on its impact on people, planet and animals.
The price of a product should be reflective of its production process. Garment makers are the ones who will feel the effects of your £1 bikini. Facing unfair and dangerous working conditions. So, if the Missguided bikini is costing a mere pound, maybe it's time to think whether a "cheap and trendy" bit of material is that worth it.

What is this doing to the planet?

The detrimental impact this will have on the environment doesn't just stop after production. Consider the quality of these ludicrously cheap bikinis. Thousands of them have already sold in time for the summer ahead. How many of these do you reckon will end up in landfill after they fall apart from one use?

It comes as no surprise that the fashion industry has played a big part regarding the current state of our planet. It only makes sense that the same industry must rectify its mistakes, in order to ensure the next generation has a future. We still have a way to go as companies continue to churn out disgustingly low priced items.
Shop sustainably and check where your clothes are coming from.

Thankfully, we have an increasing number of fashion brands committed to producing thoughtful and ethical garments that will last a lifetime. I have listed five of my favourite sustainable swimwear brands that you can buy from instead of grabbing the £1 Missguided bikini:


Founded in 2016 by Scandinavian duo Anna and Henna, OHOY makes swimwear from 100% ECONYL® regenerated nylon. When purchasing an item from OHOY, you're giving back to Healthy Seas - a non-profit founded by Aquafil. 1% of sales go to support the recovery of nets by volunteer divers. These pieces are beautiful and sustainable.


Celebrity-approved US brand Reformation is passionate about minimising our environmental impact, alongside achieving fair and safe working conditions. In fact, the brand is dedicated to ethical fashion, they host tours of their factory so we can meet the people who make our clothes. Their new collection of swimwear is also made of ECONYL® and I absolutely love it.

View this post on Instagram

Sexy woman in her basic #CRUCISAUSTRALIS

A post shared by allSisters.com (@allsisters_official) on

Based in Barcelona, allSisters uses high-quality recycled fabrics to create sexy yet sustainable swimsuits. The brand raises money for biodiversity protection non-profit Surfers Against Sewage, tackling plastic pollution.


The Tulum based brand has all its items made in Mexico, by local artisans as a means of supporting local Mexican communities by creating livable-wage jobs, minimising negative impacts of tourism. Not only does the company organise beach cleans, but all swimwear styles are also reversible! It's almost as if you have two bikinis for the price of one. Made out of 78% ECONYL® regenerated nylon and  22% Lycra® Xtra Life™.

Mime Swim

Lovingly created in Australia, Mime Swim use 100% sustainable materials without the use of animal products. Recycled fishing nets are Mime Swim's best friend, as they limit the number of chemicals, water and wastewater used in production.

These are just a select few of the many brands showing fast fashion retailers like Missguided exactly how it should be done!

Let us know what your favourite sustainable brand is in the comments.