Fashion Nova is an LA-based size-inclusive, on-trend and affordable fashion brand
Established in 2006, Fashion Nova gained widespread popularity for its stylish, body-inclusive and budget-friendly apparel.
LA-based Fashion Nova has five retail stores throughout Southern California. Established in 2006, the brand gained widespread popularity for its stylish, size-inclusive and budget-friendly apparel. With emphasis on e-commerce and social media marketing, Fashion Nova has grown into a global phenomenon, partnering with celebrities, influencers, and content creators to deliver the season’s most wanted styles to millions of people worldwide, which earned it the title of the #1 Most-Searched Fashion Brand on Google in 2018.
Founded in 2006, Fashion Nova has been privately owned and operated by CEO Richard Saghian., who envisioned a brand that would offer on-trend, size-inclusive womenswear at affordable prices. With a keen business acumen, Saghian identified a missing segment of the womenswear market and quickly brought bringing sexy club-wear and jeans to the forefront of the affordable fashion space.
Initially, Fashion Nova operated as a chain of five brick-and-mortar stores across Southern California and quickly attracted a loyal following for its stylish, curve-friendly designs. The next step was leveraging Instagram as a platform to connect and relate to customers. “We’ve revolutionised fashion by making our customers part of the conversation from concept to delivery. We stay ahead of the fashion curve and the competition by engaging with our community every day to ensure we deliver what they need as fast as possible,” said Saghian.
In 2013, recognising the potential of e-commerce, Saghian transitioned Fashion Nova into an online retail platform. This strategic shift allowed the brand to reach a broader audience worldwide. What truly set Fashion Nova apart was its ability to replicate the latest runway trends and celebrity styles at a fraction of the cost, earning it the nickname “Instagram’s favourite brand.”
Per Forbes, ‘He wanted to take fast fashion and make it even faster, so he tasked manufacturers in his backyard of Los Angeles with quickly stitching together clothing. Rather than opening and stocking stores, he went straight online with new styles and asked celebrities and influencers to post photos wearing the clothing on social media. In 2018, Fashion Nova was the most Googled fashion brand, beating out the likes of Louis Vuitton, Versace and Gucci.’
Collections have and still cater to a diverse range of body types, many of which are ignored by retailers that offer limited sizes and silhouettes. Over the last decade, Fashion Nova has become a household name, with over 25 million followers across social media. Today, Fashion Nova continues to provide elevated styles at affordable prices with a dedicated social media following to match. “We stay ahead of the fashion curve and the competition by engaging with our community every day…”
Fashion Nova’s mission is to deliver the latest fashion trends to a global audience quickly. The fashion brand is dedicated to making high-fashion-inspired apparel and accessories accessible to everyone, regardless of their size, shape or budget. By prioritising affordability and diversity, Fashion Nova aims to empower customers to look and feel their best without overspending, subsequently fostering confidence and individuality.
Fashion Nova is also committed to leveraging the power of social media to establish a relationship with its customers. The brand strives to build a community rooted in self-expression, creativity and empowerment. Per the website: ‘Our team works around-the-clock to bring you the world’s hottest styles. We forecast fashion trends before anyone else, and introduce 1,000+ new arrivals to our site every week! We listen to our customers and are always finding innovative ways to improve and deliver the most coveted styles at a moment’s notice… We cater to anyone who has an affinity for fashion. Regardless of shape, personal style, or gender, we’re here to fit everyone.’
Richard Saghian envisioned Fashion Nova as a disruptor in the fashion industry, redefining accessibility and affordability for stylish, on-trend apparel and accessories. From the outset, his goal was to make runway-inspired fashion available to everyone, regardless of their income or body type. He believed that looking good and feeling confident shouldn’t be a privilege reserved for the wealthy. By focusing on inclusive sizing, curve-friendly designs and price-conscious collections, Saghian challenged the exclusivity of traditional fashion brands and made Fashion Nova a household name among diverse demographics.
A key component of his vision was leveraging technology and social media to reach customers directly. Unlike traditional fashion retailers, Saghian prioritised building a strong online presence, particularly on Instagram, to connect with consumers in real-time. He understood that social media could be a powerful tool for driving engagement and cultivating a sense of community around the fashion brand. This vision positioned Fashion Nova as a pioneer in influencer-driven marketing, effectively making it ‘Instagram’s favourite brand.’ Saghian’s forward-thinking approach set a new standard for how fashion brands could build a global presence without relying on traditional advertising.
Additionally, Saghian’s vision extended beyond simply selling apparel. He wanted Fashion Nova to stand for individuality, self-expression, and confidence. By continuously innovating and staying ahead of trends, his goal was to empower customers to embrace their unique identities through fashion. Whether through collaborations with celebrities, the introduction of diverse product lines, or championing body positivity, Saghian’s vision is rooted in celebrating diversity and making fashion a tool for self-empowerment.
Fashion Nova offers a wide portflio of size-inclusive apparel and accessories for men, women, and children. Its collections include dresses, jeans, tops, outerwear, swimwear, activewear, and lingerie. The brand is particularly famous for its curve-hugging jeans and club wear. In addition to apparel, Fashion Nova provides a selection of footwear, handbags, and jewellery. Its designs are frequently updated, with new arrivals added daily to ensure customers have access to the latest trends. Fashion Nova’s commitment to affordability and fast shipping has made it a favourite among budget-conscious shoppers seeking trendy, Instagram-worthy looks.
Fashion Nova is recognised for its ability to deliver trend-driven, affordable fashion that appeals to a broad audience. The brand specialises in quickly replicating celebrity and influencer-inspired styles, offering them at accessible prices. Their size-inclusive collections, particularly in women’s apparel, cater to diverse body types, making them a go-to choice for fashion-forward, budget-conscious shoppers.
In addition to its fast-fashion model, Fashion Nova is renowned for its use of social media marketing and influencer collaborations. The brand partners with high-profile celebrities and social media influencers to promote its products. In 2019, Fashion Nova was recognised as one of the “Most Googled Fashion Brands” globally, surpassing established luxury labels like Gucci and Louis Vuitton. Its influence in shaping the fast-fashion industry continues to be acknowledged by industry experts and consumers alike.
