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 models, celebrities, and other customers.
Fashion Nova was founded in 2006 by its CEO Richard Saghian. He started working in the retail industry by working at his father’s clothing boutique located in Los Angeles. Fashion Nova opened its first location in Panorama City, Los Angeles, inside the Panorama Mall, selling inexpensive “club-wear” attire.
In 2016, Fashion Nova launched the Curve Collection. In 2018, the company expanded to menswear with the release of their Fashion Nova Men’s line.
In December 2019, the United States Department of Labor found that some of the company’s clothes are being “stitched together by a workforce in the United States that is paid illegally low wages.” 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.
In 2020, Fashion Nova pledged to donate $1 million to a number of social justice organizations, including Black Lives Matter, Know Your Rights Camp, and the NAACP Legal Defense and Education Fund.
In August 2020, Fashion Nova announced reforms to its contracting practices in support of California’s proposed bill, SB 1399, that includes a mandate that its contractors and subcontractors agree to random independent audits and that their workers are paid the applicable minimum wage, which in Los Angeles is scheduled to rise to $15 an hour for employers of all size in 2021.
In November 2018, Fashion Nova men released its line with rapper Cardi B. The collection launched at a “Party with Cardi” event, with performances by Cardi B, Saweetie, and Brianna Perry. It was a very successful launch, selling out in seconds. Since this collaboration, Fashion Nova has been sponsored by many celebrities and influencers such as Teyana Taylor, Blac Chyna, and Christina Milian. The store has a seasonal Halloween costume line, making their items debut alongside their most popular ambassadors at Halloween events.
Fashion Nova men launched a second season of the Cardi B collection in May 2019, with performances by Cardi B, YG, Blueface, and Lil Nas X.
In April 2020, Fashion Nova created Fashion Nova Cares, an initiative focused on supporting social causes. That same month, Fashion Nova Cares partnered with Cardi B to donate $1,000 an hour for over 40 days to those affected by COVID-19, donating a total of $1 million.
In October 2020, Playboy filed a complaint against Fashion Nova Inc. in Los Angeles, for its trademark rights in its Bunny costume. The Bunny mark contains the costume’s “iconic bunny ears, tail, ribbon name tag, wrist cuffs, corset, and bowtie collar,” according to the lawsuit.