With designer-inspired items at wallet-friendly costs, the web retailer is trying to money in on clout-chasing male consumers.
On her debut album, buried amongst the numerous trend label-based lyrics, rapper Cardi B gave a shout-out to at least one model that is been holding her down for the reason that starting: “I should buy designer, however this Vogue Nova match!” she says on “She Dangerous.” It was a brief however candy point out, reiterating some extent that she’s made in lots of interviews earlier than: Irrespective of how a lot cash she’s made or which luxurious labels attain out to her, the one firm that makes denims that hug her curves accurately is the Richard Saghian-helmed, influencer-focused on-line retailer Vogue Nova. (She’s since landed a collaboration with the model that may debut within the fall.) Now, after seeing immense success from its reasonably priced ladies’s collections — items from that are continuously featured on the Instagram pages of Kylie Jenner, Jordyn Woods, Amber Rose and extra — the model expanded its providing to incorporate menswear on Monday.
The Vogue Nova Males’s launch was a consolidated drop of greater than 500 items, which have been hotly anticipated on-line. The excitement was so widespread that the boys’s new devoted Instagram web page, @fashionnovamen, amassed greater than half one million followers in simply three days. With the ladies’s aspect of the enterprise having made its title in accessible, often-sexy seems preferrred for nights out on the membership, there was a collective hope that the identical can be provided up for males. Hypothesis on Twitter referred to as for the clothes to be daring, and for a little bit of the surprising. Tweets posited that, maybe, guys would possibly get choices with backs minimize out — a method often reserved for womenswear. Possibly this launch can be crammed with thot-fits for males.
It is vital to notice that almost all of this chatter was on-line, so in preparation for the drop, I spoke with 10 male pals from my hometown of Columbia, South Carolina — none of whom have been even conscious that Vogue Nova was launching males’s. (Though, most of them did know that the corporate, in reality, existed.) All of their early- to mid-20s, these interviewed have been a bit at a loss for what to anticipate.
The precise launch assortment got here full with every little thing from joggers to bombers, a spread of T-shirts, quick denims and even a number of grooming merchandise for beards. It was not the gathering social media hoped for as advised by many Twitter responses. They critiqued the vary as boring and repetitive of what was already out there, particularly coming from the booming streetwear area.
“I’ve combined emotions, to be sincere,” Ahmier Gibson from Houston, Texas advised Fashionista. “On one hand, I’m dissatisfied as a result of I anticipated one thing extra. Vogue Nova for girls undoubtedly fills a [niche] for a wide range of ladies of various ages to look good at a reasonably first rate and affordable worth. Vogue Nova for males, to me, misses the mark as a result of the seems resemble something that I may get from a neighborhood Rue 21, and for much less!”
However Gibson was capable of see each side of the coin. “Male trend seemingly has no innovation, particularly whenever you’re attempting to market mentioned trend as price efficient,” he continued.
The wares actually do seem like what we already see in high-end shops. Some items are direct descendants of designs from Off-White, Raf Simons, Supreme, Worry of God, Adidas, Gucci and even Kanye West’s notorious “Pablo” merch. There may be little creativeness to the designs with the thought usually being to take one thing that folks have preferred up to now and conflict it with web tradition. For instance, take a few-seasons-old Raf Simons shirt or the aforementioned Kanye merch and flip the textual content to make a joke about memes. Need to capitalize on the truth that everyone seems to be carrying a fanny pack throughout their chests and calling it a “clout pack”? Why not print the phrase “clout” proper onto it. However then once more, the label’s model has by no means actually been about innovating on design, however relatively having the ability to present objects that folks need shortly and at very low worth factors.
Previous to the boys’s launch, I had the possibility to preview the items, and I equally thought they have been boring. Personally, there was nothing I discovered that I needed to put on from the gathering. However after seeing the vary on Friday and going out to golf equipment in New York within the nights that adopted, it turned clear that that is what guys have been truly carrying: jean shorts, joggers, sweat shorts and T-shirts. It was too sizzling for bombers, however that had actually not been the case a month in the past.
When the corporate provided to ship over a number of items to check out, I made a decision to take them up on it, asking for issues I had seen a number of guys carrying across the metropolis however would most likely by no means purchase. This week a pair of jean shorts, sweat shorts, twill joggers, a fanny pack and some tees got here within the mail. The very first thing concerning the two T-shirts that I observed — along with them being extremely skinny — is the sizing inconsistency. Although they have been each mediums, one was about three inches wider than the opposite. The fabric of the fanny pack, although effective to the attention, felt extremely mild and inclined to wreck. However the shorts felt and match nice, as did the twill joggers; whereas being described as a “skinny match,” they undoubtedly match my not-so-skinny thighs.
Considered one of Vogue Nova’s high promoting factors has all the time been the worth. It is not wildly completely different from different corporations like Asos, H&M and Rue21 who have already got title recognition and shopper loyalty. Nonetheless, that’s not a problem that the corporate has ever discovered insurmountable. Previously, they’ve leaned closely on influencer advertising and the ability of social media to woo those that could also be devoted to competing retailers, and so they’ve determined to repeat the tactic with the boys’s launch.
Based on a launch, the corporate partnered with 100 males’s influencers in numerous markets. This consists of health influencers like Mannie Savage, musicians like J. Marquis and Drew Dirksen in addition to different notables like “sizzling felon” Jeremy Meeks and mannequin and boyfriend of Britney Spears, Sam Asghari. Frankly, the items do not look dangerous on social media. They give the impression of being preferrred for disposable trend, good for a fast snap, very like Vogue Nova’s ladies’s items, in addition to equally priced Instagram fast-fashion labels like I.Am.Gia and PrettyLittleThing. For these influencers, there is definitely monetary compensation to offset any attainable ridicule about carrying “designer-inspired” (and at occasions, borderline knockoff) wares. Plus, they’re well-versed within the fundamentals of fine styling. However for somebody who simply seems dangerous, fully missing in private fashion, merchandise from Vogue Nova is not going to earn you automated likes on the ‘gram.
Once we requested concerning the firm’s differentiators, contemplating match was one of many ones for girls, Saghian mentioned in a press release over e mail: “We satisfaction ourselves on making a trend-driven, reasonably priced model that’s inclusive of all styles and sizes. With Vogue Nova Males, we have expanded our attain even additional by providing males the identical number of choices in quick trend that our Nova Babes have loved. The road’s vibe displays our model’s ethos — assured, edgy and a bit risk-taking.”
Whereas this vary actually does exude confidence, it feels neither edgy nor risk-taking. And with many, extra confirmed manufacturers already out there, till they will discover a manner so as to add in a few of that threat to the providing, as Gibson advised us, “all in all, they will miss me.”