Fashion Nova

Fashion Nova is a US-based fast fashion retail company. The company operates online and has five brick-and-mortar locations. The company is known to use Instagram to gain earned media for its clothing by interacting with users and generating publicity through a mix of diverse models, celebrities, and regular customers.[2][3][4]

Fashion Nova
Store
IndustryRetail
Founded2006 (2006)
FounderRichard Saghian
Headquarters
Los Angeles, California
,
U.S.
Number of locations
5
Area served
Worldwide
ProductsClothing
Number of employees
600[1]
Websitehttps://www.fashionnova.com/

History

Fashion Nova was founded in 2006 by its CEO Richard Saghian. [5] He started working in the retail industry by working at his father's clothing boutique located in Los Angeles.[3] Fashion Nova opened its first location in Panorama City, Los Angeles, inside the Panorama Mall, selling inexpensive “club-wear” attire.[6] Its warehouse is located in Vernon, Los Angeles. The company went live with its e-commerce website in 2013.

In 2016, Fashion Nova launched the Curve Collection.[7] In 2018, the company expanded to menswear with the release of their Fashion Nova Men's line.[8]

Controversy

In December 2019, the United States Department of Labor found that some of the company's clothes are being "stitched together by a work force in the United States that is paid illegally low wages."[9] [10] [11] Some of the US-based factories that Fashion Nova hired through middlemen paid their workers as little as $2.77 an hour, according to the investigation, and owed $3.8 million in back wages to hundreds of workers.[9][12]

Collaborations

In November 2018, Fashion Nova released its line with rapper Cardi B.[13] The collection launched at a "Party with Cardi" event, with performances by Cardi B, Saweetie, Brianna Perry, and Dream Doll.[14]

Fashion Nova has been sponsored by many celebrities and influencers such as Kylie Jenner.[15] The store has a seasonal Halloween costume line, making their items debut alongside their most popular ambassadors at Halloween events.[16]

Fashion Nova launched a second season of the Cardi B collection in May 2019, with performances by Cardi B, YG, Blueface, and Lil Nas X.[17]

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References
  1. "How Fashion Nova Built an Entire Fashion Company Completely on Instagram".
  2. Bain, Marc. "Fashion Nova conquered Instagram by embracing the "thirst trap"". Quartz. Retrieved 2020-03-11.
  3. Hughes, Aria; Hughes, Aria (2018-02-28). "How Fashion Nova Won the Internet". WWD. Retrieved 2020-03-11.
  4. "Inside the Fashion Nova Hype Machine". The Business of Fashion. 2018-07-19. Retrieved 2020-03-11.
  5. "Fashion Nova - The most popular fashion brand in the world" (in German).
  6. "Richard Saghianis One of the 500 People Shaping the Global Fashion Industry in 2018". The Business of Fashion. Retrieved 2018-11-02.
  7. Warren, Liz; Warren, Liz (2019-08-13). "Fashion Nova Launches New Inclusive Denim Line". Sourcing Journal. Retrieved 2020-03-12.
  8. Torgerson, Rachel (2018-06-12). "Fashion Nova Is Launching a Men's Clothing Line". Cosmopolitan. Retrieved 2020-03-12.
  9. KItroeff, Natalie. "Fashion Nova's Secret: Underpaid Workers in Los Angeles Factories". nytimes.com. The New York Times. Retrieved 17 December 2019.
  10. Kitroeff, Natalie (2019-12-16). "Fashion Nova's Secret: Underpaid Workers in Los Angeles Factories". The New York Times. ISSN 0362-4331. Retrieved 2020-07-10.
  11. Bartiromo, Michael (2019-12-17). "Fashion Nova responds to report of clothing being produced by underpaid factory workers". Fox News. Retrieved 2020-07-10.
  12. "Who Is Hurt Most By Fashion Nova's Latest Controversy?". www.yahoo.com. Retrieved 2020-07-10.
  13. "The First Look at Cardi B's Collaboration with Fashion Nova".
  14. "Cardi B Launches Her Fashion Nova Line In Los Angeles". HotNewHipHop. Retrieved 2020-03-12.
  15. Nittle, Nadra (2018-11-15). "Why Cardi B (and every other celebrity on Instagram) loves Fashion Nova". Vox. Retrieved 2020-03-12.
  16. Rivas, Mekita. "Fashion Nova Released The Best Celebrity-Inspired Halloween Costumes". www.refinery29.com. Retrieved 2020-03-12.
  17. "watch Cardi B bring out Lil Nas X for "Old Town Road" at her Fashion Nova launch". BrooklynVegan. Retrieved 2020-03-12.
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