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But people don’t get tired of us.” - Saghian.įashion Nova is adding 500,000 new Instagram followers every month, and its “Curve” page, dedicated to plus sizes, has more than 2.2 million followers. “We launch 500 new styles a week, a lot of the big brands may bring 500 fresh styles in a year. While the brand doesn’t invest its time wooing elite tastemakers in the fashion media, it has its eyes squarely on the social web, updating its Instagram feeds every half hour and producing new designs at the pace of a scrolling mobile newsfeed. The Numbers: Production & Economicsįashion Nova - based in Vernon, California, has grown its sales “exponentially” every year since it launched online in 2014 and estimated to be upwards of $400 million in 2017 - although Saghian declined to give specific financial or sales figures.

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Rose Siard, a fashion blogger with more than 338,000 followers on Instagram, said that while she doesn’t make a commission on sales from her Fashion Nova code, she’s happy just getting a steady supply of free new clothes. Each post includes a note encouraging followers to use the influencer’s discount code, which tracks their individual sales. No money changes hands - just free clothes. Social media influencers described their agreement with Fashion Nova as simple - a representative emails them about once a month to get their clothing order, the influencer picks out anywhere from 10 to 15 items and then posts a picture to Instagram wearing the product. People are now looking at their feed for fashion inspiration more than they are the runways.” - Richard Saghian, its founder and CEO, told BuzzFeed News.įashion Nova’s presence on Instagram feeds across the country lies in its network of 3,000+ social media influencers - a constellation of fashion and lifestyle bloggers with tens of thousands of followers each, sometimes hundreds of thousands and even millions. “The concept is that the runways are dying, if you think about it, why did they have runways before? Because there was no internet.

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Last year they’re online sales racked up an estimated $400 million.įashion Nova’s bodycon brand is built by obsessing over what people are wearing on social media, turning out affordable pieces inspired by the Instagram feeds of reality TV stars - often within days of the photos being posted.

Along the way the company has picked up 14 million Instagram followers and a stable of celebrity endorsers like Jenner and Amber Rose. In just a few years, Fashion Nova has grown to a staff more than 600 people, who churn out 500+new clothing designs EVERY WEEK. The entire marketing strategy revolves around using these influencers and “Instagram Models” to promote their clothing brand. Today they have over 14 million followers on Instagram and growing. They’re creating designs that fits every body type. When the website launched in 2013, everything was sold out in a single weekend.įashion Nova is taking the fashion world by storm because it’s not following any of the traditional fashion rules. He had over 60,000 followers before launching the e-commerce site. Many of his customers used Instagram to show off their clothes, prior to him working with them directly. He decided to use the social media platform Instagram by posting pictures of his best selling items on models. In 2013 he noticed that there were websites that sold the same products as his stores but at much higher prices. The first Fashion Nova store opened in 2006 at the Panorama Mall in Panorama City, California. His fashion career began with his father in retail.

He believes his customer’s confidence is what truly shines and Fashion Nova emphasizes that confidence. He created the name Fashion Nova because he believes A Nova Star is always the best-dressed girl in the room. He often expresses that overpriced fashion is dead.

The newest and arguably biggest internet trending fashion company was created by Richard Saghian. They create fashion to inspire their customers to be stars, bold, and fearless. What makes Fashion Nova different from other fashion giants is using Instagram to build their brand. Celebrities such as Lala Anthony, Kylie Jenner, Amber Rose and Cardi B just to name a few wear are big advocators and patrons. They sell affordable stylish bodycon streetwear. It’s the fastest growing women’s (now men’s too) clothing line on the internet. Unless you are completely disconnected from the internet, you‘ve’ heard of Fashion Nova.