During the coronavirus pandemic, there is a particular expectation and attention towards corporate America to “do the right thing.” This moral obligation is especially applicable to high-profile celebrities, and Fashion Nova and Cardi B’s partnership to provide coronavirus relief is especially one to take note of.
Cardi B and Fashion Nova’s Partnership
Cardi B and Fashion Nova began their partnership in the early 2010s when Cardi was a Vine star. By the time she broke records in 2017 with her chart-topping “Bodak Yellow” and became a hip-hop superstar, Fashion Nova was also growing their revenue at incredible scale.
Cardi, who once claimed she was offered $20,000 a month to wear and post about the label, continues to make a profound impact on Fashion Nova’s revenue with her two collections, one introduced in November 2018, and one in May 2019. The first collection included 82 styles that sold out in a matter of minutes, and the second stockpiled five times as much product in order to account for predicted hype. Both Cardi B x Fashion Nova collections were introduced at star-studded launch parties with attendees such as Lil Nas X, Khloe Kardashian, Kylie Jenner, Christina Millian, Iggy Azalea, and Amber Rose. When celebrities post where they are, what they’re doing, and who they’re with, their followers take notice. This has made room for each Cardi B collection in their own entity to generate Instagram buzz, which in turn benefits the brand as a whole.
Cardi B x Fashion Nova for COVID Relief
Founded in 2006, Fashion Nova founder and CEO Richard Saghian skilfully utilizes the Internet to ensure his brand’s success. Much of this Internet skill relies on Instagram and influencer marketing. It should therefore come as no surprise that the #FashionNovaCares campaign was introduced by one of their most revered influencers, Cardi B, on her very own Instagram Live. Cardi announced on April 8th that the #FashionNovaCARES initiative will donate $1,000 USD every hour until May 20 to those who are under severe financial strain as a result of COVID-19. This amounts to $2,400 a day over 42 days, totalling at $1,008,000 USD donated by #FashionNovaCares.
The Grammy award winning artist is particularly active in using her platform to elevate the discussion around current events. Her sense of humor helps make her opinions viral. She typically uses her Instagram to highlight social injustices and economic hardships that she witnessed first-hand growing up in Highbridge, the Bronx, New York City. She uploaded a video in March where she vented her concerns about the coronavirus, and a clip of her saying “Coronavirus” was remixed by DjiMarkkkeys. The remix became a single and all proceeds are to be donated to COVID-19 relief. This campaign’s co-sign therefore makes this initiative so special.
She continued her Instagram promotion — “Many of you are struggling to pay bills, feed your families, and take care of your overall essential needs. #FashionNovaCARES& I are giving away $1,000 EVERY HOUR until we’ve given away $1 MILLION DOLLARS to those directly affected by this crisis. Tell us how the $1,000 can help you during these times.” She reminded fans that there is no shame in asking for help sometimes, and also emphasized that these checks are intended only for those who really need it.
How #FashionNovaCARES Works
Richard Saghian elaborated on Cardi B’s announcement by explaining that “Fashion Nova Cares with Cardi B will provide people with necessary relief to help them get through this crisis. As a community-driven brand, we are inspired by the kindness and generosity of others and we wanted to do our part to help those in need.” Individuals can nominate for the Fashion Nova Cares initiative on the Fashion Nova website. The form requests for applicants to provide their email address, phone number (only United States entries), Instagram handle (optional), and their story. In providing their story, applicants are given an opportunity to explain why they are in need and how $1,000 will help ease the burden created by COVID-19.
There is a limit of one entry per individual, and the entry puts those in the running to win at any time from April 8th until May 20th. Each day at 11am and 11pm on Instagram, @FashionNova posts the winners. Winners are also posted on the brand’s website and are notified via email and/or phone number provided should they be selected. Stories will only be shared if an individual gives permission.
One of the selected winners of #FashionNovaCARES thus far is a single mom of three, who is also a registered nurse in a hospital emergency room. In her story, shared on Fashion Nova’s Instagram page, she explained that she is “exhausted trying to flip between my nurse role and mom role. Not to mention the nightmare childcare has been with the daycares and schools closed in my area! This would really help with my childcare costs since private babysitters during a pandemic are not cheap!” Her story not only sheds light on some of the unique struggles COVID-19 presents to the balance of work life and family life, but also highlights Fashion Nova’s genuine commitment to provide financial help where it is most needed.
