Fashion Nova fans asked and the fast fashion titan listened. This week the online megabrand announced the release of its new "24/7 denim" line, specifically formulated to accommodate a more diverse range of physiques than your average jeans.
As the company explained,“no two bodies (or booties) are alike, we get that. You need more than basic denim & stitches."
"We’ve sourced the best fabrics that blend superior stretch & softness — while lifting and sculpting — to fit your true form: Super stretch, comfort stretch, super soft, rigid.”
Fashion Nova joins the ranks of Good American, Warp + Weft, Universal Standard and Levi's, all of whom have been lauded for producing jeans in as diverse a size range as 00 - 40 as well as adapting their manufacturing techniques in response to the issues their customers faced when buying denim. And it's not just your average shopper who faces these dilemmas. Cardi B famously rapped that she "could by designer" but Fashion Nova "fit all" those curves on her debut album Invasion of Privacy. So it's no surprise the American artists' size inclusive Fashion Nova collections have previously made over $1000,000 in sales within 24 hours of being released.
For Fashion Nova, putting time, effort and crucially, cash, into size inclusivity this is both a socially aware and very smart move. One that is sure to get the brand closer to becoming a billion dollar company. At a time when many retailers are struggling in a market that's highly saturated both at the high street and luxury ends of the spectrum, the e-tail giant seems to have found an almost stupidly simple recipe for success; give your customers what they want and what they need. It's all well and good and aspirational to provide "similar" styles to those worn by your favourite celebrities at accessible prices but. But if the women who want to wear them can't, then what on earth's the point?