Fashion Nova

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Fashion Nova, Inc.
TypeStore
IndustryRetail
Founded2006; 15 years ago (2006)
FounderRichard Saghian
Headquarters,
Number of locations
5
Area served
Worldwide
ProductsClothing
Number of employees
600[1]
Websitewww.fashionnova.com

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.[2][3][4]

History[edit]

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]

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]

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]

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.[13]

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. Fashion Nova also established a toll-free hotline for workers to report abuses as well as a system of penalties for those who violate its reform efforts.[14][15]

Collaborations[edit]

In November 2018, Fashion Nova released its line with rapper Cardi B.[16] 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.[17] Since this collaboration, Fashion Nova has been sponsored by many celebrities and influencers such as Teyana Taylor, Blac Chyna, and Christina Milian.[18] The store has a seasonal Halloween costume line, making their items debut alongside their most popular ambassadors at Halloween events.[19]

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.[20]

In April 2020, Fashion Nova created Fashion Nova Cares, an initiative focused on supporting social causes.[21] 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.[21]

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.[22]

In November 2020, Fashion Nova released its line with Megan Thee Stallion, including statement pieces and an assortment of crafted denim for those 5'9" and taller.[23] The collection reportedly pulled in $1.2 million in sales in the first 24 hours of availability.[24]

References[edit]

  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. ^ a b 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 (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. ^ a b KItroeff, Natalie. "Fashion Nova's Secret: Underpaid Workers in Los Angeles Factories". 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. ^ Marisa Petrarca. "How Fashion Brands, Designers and Industry Leaders are Supporting the Black Lives Matter Movement". Us Magazine. Retrieved 30 October 2020.
  14. ^ Laurene Darmiento. "SB 1399 makes retailers accountable for garment worker pay". Los Angeles Times. Retrieved 29 October 2020.
  15. ^ Laurence Darmiento. "Apparel industry wage-reform bill, SB 1399, dies in Assembly". Los Angeles Times. Retrieved 29 October 2020.
  16. ^ "The First Look at Cardi B's Collaboration with Fashion Nova".
  17. ^ "Cardi B Launches Her Fashion Nova Line In Los Angeles". HotNewHipHop. Retrieved 2020-03-12.
  18. ^ Nittle, Nadra (2018-11-15). "Why Cardi B (and every other celebrity on Instagram) loves Fashion Nova". Vox. Retrieved 2020-03-12.
  19. ^ Rivas, Mekita. "Fashion Nova Released The Best Celebrity-Inspired Halloween Costumes". www.refinery29.com. Retrieved 2020-03-12.
  20. ^ "watch Cardi B bring out Lil Nas X for "Old Town Road" at her Fashion Nova launch". BrooklynVegan. Retrieved 2020-03-12.
  21. ^ a b Joshua Espinoza. "Cardi B and Fashion Nova Are Donating $1,000 Every Hour to People Impacted by COVID-19". Complex. Retrieved 30 October 2020.
  22. ^ Brittain, Blake (28 October 2020). "Playboy Sues Fashion Nova Over 'Bunny' Halloween Costume". Bloomberg Law. Retrieved 3 November 2020.
  23. ^ "Megan Thee Stallion's Fashion Nova Collection Is Here". Essence. Retrieved 2021-04-15.
  24. ^ "Megan Thee Stallion's Fashion Nova Collection Sales Top $1.2 Million on Day 1". TMZ. Retrieved 2021-04-15.