How Fashion Nova Captured The Hearts Of Cardi B, Kylie Jenner, And All Of Instagram
by Caitlin White
Cardi B is designing a major collection for this fashion retailer, so what exactly is Fashion Nova?
“I could buy designer but this Fashion Nova fit all that ass,” Cardi B raps on her new song “She Bad.” And if you haven’t already heard about fast-fashion retailer Fashion Nova, a.) you probably aren’t on Instagram and b.) you are definitely about to.
This week, Cardi B announced that she was collaborating with Fashion Nova, a long-time favorite, on a collection of (no you aren’t reading this wrong) 80 to 100 pieces, dropping in October. Long before “Bodak Yellow,” Cardi B was repping the retail brand on her Instagram page—along with other major celeb influencers like Kylie Jenner, Khloe Kardashian (pre-Good American), Amber Rose, Nicki Minaj, Dasha Polanco, LaLa Anthony, and loads more.
So what is Fashion Nova?
Fashion Nova is a uber-fast fashion site—seriously, WWD reports that if you’re within 40 miles of a Fashion Nova warehouse, you can literally Postmate your order for same-day delivery—that has five brick-and-mortar stores in Southern California. Rather than expanding its reach via Amazon or loads of physical stores, Fashion Nova focuses on getting Instagram influencers and celebs, a.k.a. #NovaBabes, in its clothes.
And the clothes, themselves? I’ll let Fashion Nova’s “About Us” speak: “The girls who rock our styles are adventurous, inspirational and badass. A Nova Star is always the best dressed girl in the room. Her confidence is what truly shines, but her Fashion Nova outfit adds that extra sparkle. We strive to provide awesome service, unbeatable prices and the hottest trends.”
Think: Jeans ripped to nearly pieces. Slim-fitting “club fashion” dresses. Skin-tight body suits. The product line is massive and the company CEO Richard Saghian says they’re constantly getting new items in to keep up with influencers looking for a new style.
“It’s important to have a lot of styles because our customers post so much online and need new clothes. We don’t want girls showing up to the club in the same outfit. We need 50 different denim jackets. Not just one,” Saighian told WWD.
The clothes are designed for sizes XS to 3X, considering its Plus Size line, though be aware that the brand uses junior’s sizing, so you may need to work out your fit.
Let’s talk about those prices, though.
You could get an inexpensive pair of jeans at similar fast-fashion retailers for around $50. But Fashion Nova’s prices hover instead around $25 to $30. You’d struggle to find a dress that even reaches $50.
So why does Cardi B, whose recent success could definitely get her into luxury designers still buy Fashion Nova?
“We always make it a point to support emerging designers whose lines are just as good but may not be as expensive,” Cardi B’s stylist Kollin Carter told WWD. “We like to be relatable in that aspect, like, ‘OK, we have this $2,000 shoe, but let’s place it with this top that any girl around the way would be able to afford.’ That’s really important to us.”
Cardi and her stylist also say that Fashion Nova was lending her clothes long, long before other brands ever were. Meaning, they believed in her future before she was a major celeb.
“I always have respect for her Fashion Nova moments, because it’s part of who she is,” Carter told Cosmopolitan.
And anyone who follows Cardi B on Instagram knows that. She’s always shouting out her fave brand.
The same goes for Kylie Jenner, who posted this famous Instagram in Fashion Nova jeans.
Even Jenner’s half-sister Khloe got in on the Fashion Nova action, before she launched her own direct competitor for jeans with Good American.
At the time of writing Fashion Nova’s Instagram has 11.3 million followers, with an additional 1.5 million at @FashionNovaCurve. The feed is updated with a new post every 30 minutes. In 2017, Fashion Nova was the fourth most searched fashion brand in the U.S., beating the likes of luxury houses Chanel, Yves Saint Laurent, Christian Dior, Dolce & Gabbana, Valentino, and Moschino. It came behind only Gucci—thank that cult-favorite loafer!—Louis Vuitton, and Supreme.
So if you haven’t yet heard of Fashion Nova, you’re for sure going to hear about it soon. And if you want that Instagram icon look, check out three of the bestselling items.
Are you ready to dress like an Instagram star?