Fashion Nova is becoming the internet's favorite fashion label. Here's how this affordable brand won over Kylie Jenner and Cardi B on its way to 13 million Instagram followers.

Mary Hanbury

Oct 24, 2018, 21:18 IST

Facebook/Fashion Nova

Fashion Nova has 13.5 million followers on Instagram.

Fashion Nova is quickly becoming one of the most talked-about brands on the internet.
Thanks to endorsements from celebrities including Cardi B and Kylie Jenner, the brand has shot to fame and now has 13.5 million followers on Instagram. In Piper Jaffray's recent survey of teen spending habits, it was voted the No. 6 preferred website, beating out Adidas and Forever 21.
Find out more about the brand below.

Fashion Nova is quickly becoming one of the most talked-about brands on the internet.

The company has shot to fame in a relatively short period of time thanks to a host of endorsements on Instagram from influencers and celebrities like Kylie Jenner and Cardi B.

In 2017, it was one of the most-searched brands on Google, beating out well-known luxury brands such as Gucci and Louis Vuitton. Earlier this week, it ranked as the No. 6 preferred website for young people in Piper Jaffray's semi-annual survey of teen spending habits.

Find out how this brand grew to have 13.5 million followers on Instagram in just five years:

Fashion Nova is known for its Kardashian-esque aesthetic, selling affordable bodycon dresses and tight, high-waisted pants.

The majority of its clothing costs between $20 and $50. However, there are some more pricey pieces.

While the brand is best known online, it actually started off in the mall. Its founder, Richard Saghian, opened the first store in 2006, in Panorama Mall in Panorama City, California.

Source: Paper

Several years later, in 2013, Saghian launched Fashionnova.com. From the start, Saghian used Instagram as a way to direct shoppers to the website, frequently posting photos of best-selling items.

Instagram is now an integral part of Fashion Nova's sales process.

Its best marketing tools are influencers and celebrities, such as Cardi B and Kylie Jenner, who post photographs of themselves on Instagram wearing and promoting the clothing.

Most influencers receive free clothes in exchange for promoting the brand. Jenner is paid for her endorsements, however, and one of her posts can drive north of $50,000 in sales for Fashion Nova, according to its founder.

Most influencers receive free clothes in exchange for promoting the brand. Jenner is paid for her endorsements, however, and one of her posts can drive north of $50,000 in sales for Fashion Nova, according to its founder.

"A post from Kylie's page is better than any Super Bowl ad," Saghian told The Cut in 2017.

Source: The Cut

Rapper Cardi B has been promoting the brand since its early days online.

"Before she even started her musical career, she was shopping Fashion Nova," Saghian said in an interview with Paper in May.

"I worked with her all the way back in 2014 or 2015. She was a personality and she had really great content on her social media. And we loved her style so we would always work with her."