Fashion Nova has garnered a terrible reputation for its colorist social media behavior and other seemingly shoddy business practices. The brand has been called out countless times for failing to include dark-skinned people who promote their clothes on its Instagram page and for allegedly intentionally stealing designs from black-owned indie brands. Influencer Jackie Aina even revealed that she stopped collaborating with the brand after it refused to include more dark-skinned people on its Instagram page.
This week, dark-skinned Instagram model Atim Ojera came forward with claims that the brand tokenized her after Aina brought light to its colorist Instagram practices, then promptly ended her contract when the bad press died down. Let's spread out all of these receipts.
Jackie Aina called out Fashion Nova for colorism on YouTube in March without directly naming it. She later confirmed that she was indeed referring to the fast-fashion brand.
"Every time I go on this page, the majority of [the] women I see are either light-skinned black women, biracial women, or they're racially ambiguous," Aina said. "They could be one thing [or] they could be something else. You don't really know. Do I have a problem with them being represented in beauty or fashion? I don't. But when that's the only thing I see on the page..."
Aina also pointed out that Fashion Nova brand purposefully markets itself to black people but refuses to prominently feature dark-skinned people on its Instagram page.