Far gone were the days when high fashion remained something that was purely aspirational yet inaccessible. Along the course of the 20th century, whereas there existed some who still couldn’t get their hands on haute couture, high fashion became easier to reproduce in a way that the general public could afford. Such a retail trend of flipping runway looks into mass-produced likenesses was dubbed fast fashion, and padded the profit margins of incumbent leading brands such as H&M and Zara.
Since media consumption evolved and trend cycles sped up, a plethora of fast fashion brands came gunning for those retailers, including Fashion Nova.