Along with price, Fashion Nova is also winning big —and a big Google presence—for embracing diversity in all of its senses. Traditionally, for instance, retailers have steered baggy, shapeless clothes to its customers size 16 and up. Yet, unlike other fast-fashion retailers, Fashion Nova doesn’t push plus-size and curvy women—especially those who are women of color—to the style margins. Instead, Fashion Nova features designs that are truly fashionable at all sizes, beautifully presented pore-less models with curves (butts, boobs, and everything in between) and pouty lips. And they grace the front page (and every page) of the website—not just the “plus size” sections. They’re the norm, not the exception. “I love what the brand stands for: all body types accepted and flaunted,” Alexandria Williams, a customer, told Vice.

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