Forever 21, originally Fashion 21, opened in 1984 flipping South Korean designs for the underserved Korean-American community in Los Angeles. If certain trends went underserved or completely unserviced by this crop of retailers, new brands emerged to take a slice of the market. Through the 1990s and 2000s, the one-two punch of the internet and cable television sped up trend cycles as well as the public’s appetite for fresh looks.
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In the 1970s and 1980s, H&M, Zara, and Topshop became leaders in fast fashion by figuring out how to transform runway and editorial designs into cheaper versions for the masses in less than a month.
With the advent of the sewing machine and cheap factory labor, the middle class started to get a taste of high fashion from small shops and eventually, department stores.
So what’s fueling their meteoric rise? Betting big on Instagram and the power of influencers-and knowing how to capitalize when those bets paid off.įor most of human history, people made or bought clothes bespoke to our bodies. Despite absolutely no interest in search engine optimization, Fashion Nova was one of the top five most searched fashion brands in 2017 and the most searched fashion brand in 2018. And now, another brand has emerged with the ambition and strategy to crank fast fashion cycles to whiplash-inducing speeds: Fashion Nova.įashion Nova has emerged as a gigantic player in the fast fashion space in a relatively short amount of time. That included upstarts like Forever 21 and Missguided, which pumped out new clothes faster than their predecessors to grab a chunk of the market. This retail trend of flipping runway looks into mass-produced likenesses was dubbed fast fashion, and padded the profit margins of brands like H&M and Zara.Īs media consumption evolved and trend cycles sped up, many fast fashion brands came gunning for those retailers. The average person still couldn’t get their hands on haute couture, but high fashion became easier to reproduce in a way that the general public could afford. Over the course of the 20th century, high fashion gradually moved from purely aspirational to somewhat accessible.
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