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

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