Known for its inclusive marketing and affordable prices, Fashion Nova catapulted into viral fame when it collaborated with Cardi B in 2018. Now, it’s making headlines again.
The fashion brand announced 24/7, a new line of size inclusive denim that’s all priced under $55.
From a collection of shorts, basic, distressed and booty-shaping denim, customers can select from an array of washes—light, medium, dark, black and white; and rises—high, mid and low. Jeans in the collection are made with super stretch, comfort stretch, rigid or super soft (“like butter”) denim—and they’re all conducive to the brand’s message of body positivity.
“No two bodies (or booties) are alike, we get that,” the brand said in a statement. “You need more than basic denim and stitches. We’ve sourced the best fabrics that blend superior stretch and softness—while lifting and sculpting—to fit your true form.”
In 2018, Fashion Nova topped the list of the most-searched-for fashion brands, beating out Louis Vuitton, Versace, Givenchy and Gucci. With such accolades, it’s hard to imagine the e-commerce site launched just six years ago in 2013—and before that, it was an unassuming retailer found in L.A. shopping malls.
While size inclusivity may be a feature other brands are just starting to adopt, Fashion Nova made it part of its foundation. In 2016, the brand put out a plus-sized collection, Fashion Nova Curve, which included sizes up to 3X.
The new 24/7 denim line features a range of classic and statement pieces, including a high rise skinny with one leg covered in cream and charcoal-toned leopard print and the other in a light denim blue. The collection is available online in sizes 0-22.