New York Magazine

Super Nova

Fashion Nova gives the people what they want, and what they want is very tight.

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. They could be twins, if you don’t look closely: the same tanned skin, long hair, and big, dark eyes. Both have lips so plump they look filled, and lashes so long they must be extensions, and cheekbones so highlighted the gleam can probably be seen from space.

These models have the task of capturing the very specific vibe of Fashion Nova, the ultrafast fast-fashion brand that offers streetwear with high stretch content to women 16 to 35 and 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. 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.

These are clothes made

You're reading a preview, sign up to read more.

More from New York Magazine

New York Magazine12 min readPolitics
11 Months From Today
HERE IS ONE starting point for contemplating a second Trump term: The Ukraine scandal only became a Trump scandal because Ukraine refused to submit to a pair of presidential demands that would have been fairly easy to satisfy. If Ukrainian president
New York Magazine2 min read
What’s Going On With My Dark Vanessa and Excavation?
WHEN AUTHOR Wendy C. Ortiz singled out My Dark Vanessa on Twitter for being similar to her 2014 memoir, Excavation, people began to accuse Russell of plagiarism and cultural appropriation. JANUARY 19 The Tweet That Started It Ortiz tweets about My
New York Magazine7 min read
What’s In The Box?
Donald Judd wanted his work totally empty. Which allowed the world to make anything out of it.