Its Instagram following is 12.6 million, more than ASOS (7.3 million) and Nasty Gal (2.7 million) and close to half that of H&M (26 million). In 2017 Fashion Nova was the fourth-most-searched fashion brand in the United States, ranking after Gucci, Louis Vuitton and Supreme and before Chanel, Saint Laurent, and Dior. The company is privately held, so no one knows how much it actually sells, although a recent Business of Fashion article reported that the brand’s social media exposure is greater than that of H&M and Zara combined.

What’s being shot today will be available on Fashion Nova’s website in one to two weeks, for someone to order and then Instagram with hashtags ( #fashionnova, #novababe, #thickstagram), as fast as you can say “free two-day shipping” or “Postmates” (if you live in Los Angeles). She pouts and looks back over her shoulder, lazily letting her ass do the work of selling the outfit. Kylie Two wears one of Fashion Nova’s dressier looks: a skintight canary-yellow velour skirt and matching tank top. Big Sean blasts as she arches her back to adequately display under-boob that threatens to fully pop out of the bottom of the bra and the deep valley of cleavage that threatens to emerge from the top. To observe the Kylies’ photo shoot is a decent lesson in the Fashion Nova style - clothing that is worn with a mind-set that treats gravity like a suggestion, not physical law: Kylie One is in one of the brand’s popular athleisure looks: burgundy leggings that accentuate both camel-toe and extreme butt curvature and a gray speckled sports bra. Clothing and accessories have names like “Curves for Days” or “Cute But Salty” or “Internet Famous.” Most everything is priced under $50 and of slightly dubious quality, and everything is designed to effectively flaunt snatched waists and lower bodies that look like sets of parentheses. She got 5 million likes I have yet to muster the courage to wear it in public. I recently bought the “Buenos Aires” strapless romper after she wore it to Coachella and posted it on Instagram. To keep up with that metabolism, the shop offers an obscene number of new styles - around 1,000 a week - that promulgate a particular aesthetic of which Kylie Jenner is a spirit animal.

These are clothes made for social media: meant to be worn once, maybe twice, photographed, and discarded. Related StoriesĮverything I Learned From Dressing Like a Kardashian for a Week Rapper and Fashion Nova ambassador Cardi B even immortalized the brand in song: “I could buy designer but this Fashion Nova fit.” The line has become the unofficial company slogan and frequent Instagram caption. It’s widely known as the brand of choice for Instathots - as the people who post an infinite number of sexy photos on Instagram are known in internet parlance. It has become one of fashion’s fastest-growing apparel brands by marketing almost exclusively through Instagram, where its 3,000-person network (and growing) of loyal influencers called Nova Babes model the clothes and generate word-of-mouth popularity and sales. What these models are capturing is the very specific vibe of Fashion Nova, the ultrafast fast-fashion brand that offers streetwear with high stretch content to women 16 to 35.

Both have lips so plump they look filled, lashes so long they must be extensions, and cheekbones so highlighted the gleam can probably be seen from space.įor those who didn’t just order the “Casual Lover” spandex crop top and matching skirt, immediately put it on, whip out their iPhone, take several belfies and post them to Instagram with no less than six hashtags, the look the Kylies are trying to achieve can seem impossible to re-create at home. They could be twins, if you don’t look closely: the same tanned skin, long hair, and big, dark eyes. Two somnambulant Kylie Jenner doppelgängers stand on a seamless white backdrop and duck-face for a photographer at the in-house photo studio of Fashion Nova’s headquarters outside Los Angeles.

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