Fashion Nova, founded in 2006, relied on the Internet to become a household name. The brand’s profile has 10.7 million followers on Instagram and reaches out to millions more through their network of over 3,000 influencers. Among these influencers is up-and-coming rap star Megan thee Stallion. Megan recently announced on Instagram that she has a new clothing line coming out with Fashion Nova. The clothing line includes denim for her fellow “stallions” also known as taller women with curves. This line demonstrates how Fashion Nova successfully includes women of all shapes and sizes into their brand while tactifully using Instagram and influencer marketing.
How Fashion Nova Promotes Body Diversity
A study at Macquarie University in Australia recently found that overall Instagram use was associated with greater self-objectification. This relationship was mediated by both internalization and by appearance comparisons to celebrities. It’s safe to assume that the high-fashion world’s unrealistic standards of beauty might have something to do with this relationship. Fashion Nova instead chooses to embrace them by promoting body diversity and inclusivity.
At Fashion Nova, the customer is the “star” of its styles, not the clothes. Women of all shapes and sizes are encouraged to promote the brand on Instagram and beyond. In 2016, Fashion Nova introduced a plus-size collection, with styles up to size 3X. Celebrities take note of this priority when they advertise the brand to their followers. High-profile celebrities such as Cardi B and Blac Chyna have collaborated with Fashion Nova; both women have 62.7 million and 16.6 million followers, respectively. Both women have praised the brand in their promotions for creating clothes that fit women with curvier bodies.
Fashion Nova especially promotes body diversity when marketing their denim. Their affordable jeans retail for around $35. The denim hugs and hips the waist in a stretch that Cardi B has praised as the only type of denim pant that can appropriately fit her body. This turns former endorsers into competitors; Khloe Kardashian and LaLa Anthony, for example, both created their own stretch denim marketed towards women with curves. This speaks to Fashion Nova as an industry leader in providing affordable clothing for women of all shapes and shapes, which in return promotes body diversity in fashion.
Denim for “Stallions”
Fashion Nova’s commitment to body diversity makes a positive impact in their growth. Last month, up-and-coming Houston rapper Megan thee Stallion announced her new clothing line with Fashion Nova. The line would cater to denim for her fellow “stallions,” also known as tall women with curves and long legs. She announced the line with an Instagram post, captioned “when the world goes back to normal, I’m working with them to make longer jeans for us tall girls.”
There was immediate buzz in the post’s comments. Megan, who is 5’10, replied to an inquiry about her denim size saying that she’s a size 11 in jeans, but “it’s a real gamble with the length.” Her fans showed love and praise with comments like “us tall girls appreciate you” and “finally someone gets the struggle. Another fan wrote “Please make a line for y’all girls. 5’10 and up. Nobody ever thinks about us,” one woman wrote, while another wrote, “THANK YOU GOD!!! Finding long jeans is so hard.” It’s safe to say that not only will Fashion Nova benefit from having an influencer partner that is as relatable as Megan, but from their continued commitment to accommodating their customer’s body diversity.
The Impact of Instagram Marketing
It should come as no surprise that Megan thee Stallion specifically took to Instagram to announce her new clothing line. The brand’s value of social media lies at the core of their business model; it is how they generate their insurmountable demand. There is a top-dollar value to this advertising, and this value has a clear relationship with an influencer’s level of celebrity. According to Fashion Nova’s CEO Richard Saghian, one post from Kylie Jenner can generate, according to Saghian, over $50,000 in sales for Fashion Nova.
Perhaps the most popular example of using the dollar value of Instagram advertising is Cardi B. Given the success of Cardi’s collaborations with Fashion Nova, it is no wonder why the company sought out to partner with another up-and-coming rap star for their new line. Cardi B broke records in 2017 with her chart-topping “Bodak Yellow” and quickly became a household name and a force to be reckoned with.
Though he does not share a total amount of revenue generated, Richard Saghian has said that Fashion Nova grew their revenue by 600%. Cardi continued to make a profound impact on Fashion Nova’s revenue with her two collections: one introduced in November 2018, and one introduced in May 2019. When celebrities post where they are and what they’re doing, their followers pay attention. Both Cardi B x Fashion Nova collections were introduced at star-studded launch parties with attendees such as Lil Nas X, Khloe Kardashian, Kylie Jenner, Christina Millian, Iggy Azalea, and Amber Rose.