If you’re active on Instagram, chances are you’ve seen Fashion Nova in your feed — and most likely you saw the brand on a few of your fave celebs. At first, we assumed that it must be sponsored spam; surely all these stars were being paid to hawk the affordable wares. But the more It-girls that vouched for it (curvy queens Kylie Jenner, LaLa Anthony, and Khloe Kardashian among them), the more we decided we needed to take a closer look.

The “curvy” part actually has a lot to do with why the LA-based label has skyrocketed, not just in terms of Insta-fame but in repeat customers. They carry a huge range of trend-forward straight size styles and boast an extensive “Plus Size and Curve” section where styles run up to a size 3X. As Founder and CEO Richard Saghian told Essence, “The Fashion Nova woman is a confident, beautiful, and stylish presence. She is proud of her body and loves to let her personality shine…Fashion should never be limited to size. We saw a market that was being neglected and we decided to act on it.”

That explains why women have been flocking to the site in droves to scoop up their of-the-moment pieces. It’s also why @FashionNova has eight million Instagram followers — and @FashionNovaCurve is creeping closer to one million followers every day. This brand gives the people what they want. And what they want, it turns out, is affordable clothes that fit — and celebrate — real bodies. Um, duh.

While their aesthetic leans heavily toward Kardashian-approved body con, Fashion Nova’s appeal to real women doesn’t just come in the form of club dresses and thigh-high boots (though they’re there if you want ’em. The Jodi Dress is among their best sellers). The denim selection is consistently a must-buy, and there’s a vast array of on-trend items like embroidered anoraks, cheeky one-piece bathing suits, and furry slides. If you’ve seen it on an It-Girl, Fashion Nova likely has their own look-for-less version.

Make no mistake, this might not be the place to shop if you’re a bit more conservative — though we have a feeling you’d find something (with such a huge selection, the odds are in our favor. Who couldn’t use a pair of nude sandals?). If you’re looking to have fun with trends and show off your shape, however, Fashion Nova might just be the mother ship.

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