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Affordable fashion site launches hashtag-heavy revolution

NEW YORK — Cardi B's climbing her way up, career wise, but she's not above a bargain fashion moment. The brash rapper regularly shouts out the online retailer Fashion Nova, along with La La Anthony and other celeb hawkers.

The company is a fast-fashion phenom that owes its rapid success to high profile endorsers like Cardi. It also has a stable of lesser known bloggers and stylists who amp up the company's hype on social media.

To paying customers, especially hard to fit ones, Fashion Nova symbolizes a revolution in terms of access to trendy, affordable clothes. To detractors, the Los Angeles-based company has turned thousands of teens and young women into fashion clones.

One thing is sure. The marriage is solid between Fashion Nova and its fans under the unifying hashtag #NovaBabe.

Leanne Italie, The Associated Press

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