Kim Kardashian is no stranger to having her style stolen – especially by fast fashion retailers. Late last week, the reality star filed a $10 million lawsuit against popular e-commerce brand Missguided claiming that the company has been selling replica styles and have been illegally using her persona to sell their clothing.
The lawsuit comes fresh from the fallout of an Instagram feud between Kardashian West and Missguided earlier in the week. After sharing a photo of a yet-to-be-worn in public gold Yeezy dress, Kardashian West jokingly captioned the post “P.S. fast fashion brands, can you please wait until I wear this in real life before you knock it off.”
Combating the shade Missguided promptly shared on IG their interpretation of KKW’s dress captioned “the devil works hard, but Missguided works harder.” Missguided has since deleted their post.
This isn’t the first time (or the last) that a e-commerce retailer has replicated Kardashian West’s style. Many brands have profited from knockoffs and look-a-like styles of Kardashian West’s carefully curated IG ensembles. Most notably online mega brand FashionNova that has an entire section of their site dedicated to their faux Kardashian/Jenner look.
If the scenario sounds vaguely familiar, it is. In 2011 the reality star filed another suit against retail juggernaut Old Navy for using model Melissa Molinaro who resembled her likeness. The lawsuit was reportedly settled to mutual interests.
