“For the uninitiated, it would be easy to describe Fashion Nova as an Instagram brand.” Richard Saghian - CEO.

Is Fashion Nova the fastest-growing women's apparel company in the U.S.?

With 10.7 million Instagram followers and a spot among the most searched fashion brands of 2017—alongside luxury giants like Gucci, Louis Vuitton, Supreme, and Chanel—Fashion Nova has made a significant impact on the fashion industry, independent of traditional labels.

While it’s easy to label Fashion Nova as an “Instagram brand,” CEO Richard Saghian prefers to call it a “viral brand.” However, this description might undersell its influence, suggesting a temporary presence rather than the lasting cultural relevance it has achieved.

Fashion Nova specialises in apparel, accessories, and beauty products that cater to women whose body shapes often fall outside standard sizing, although its motto claims the clothes are for everyone. The brand targets women like Cardi B and Blac Chyna, who are known for their curvy figures, with big hips, small waists, and substantial social media followings.

Offering tight, trendy, and affordable clothing, Fashion Nova has turned aspirational fashion into something accessible. The company has cultivated a vast network of over 3,000 influencers, which has helped the brand gain widespread visibility. Although Fashion Nova has a prominent online presence, it also operates five physical stores across Southern California.

In 2017, Fashion Nova grew by an impressive 600% and remained profitable, according to Saghian. For comparison, Boohoo, another fast-fashion retailer with 3.1 million Instagram followers, reported revenue of £294.64 million the same year.

Initially, Saghian aimed to open 100 physical stores across the U.S., but the complexity of running brick-and-mortar locations led him to shift focus. Expanding online is far easier and offers greater reach, so the company has concentrated its efforts on growing its digital presence. Rather than scaling physical stores, Fashion Nova's strategy revolves around constant engagement on Instagram, posting every 30 minutes and interacting directly with its core audience—women aged 16 to 35.

Saghian has tapped into Millennials' desire for recognition and connection. His customers, often referred to as #NovaBabes or #NovaStars, are encouraged to share photos of themselves wearing Fashion Nova items. The brand responds to these posts by liking, commenting, and sometimes reposting the images, creating a sense of community and validation.

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