LOS ANGELES — Fashion Nova, the popular online fast-fashion retailer known for its celebrity-endorsed styles and constant stream of online “sales,” is facing a proposed class action lawsuit alleging it deceives customers by advertising fake discounts and inflated original prices to create the illusion of savings.
The 33-page complaint, filed in federal court, accuses Fashion Nova of a widespread scheme in which the company perpetually markets its products as being “on sale,” with exaggerated strikethrough prices and countdown clocks designed to pressure shoppers into believing they’re getting limited-time deals.
“By listing fake regular prices and fake discounts, Fashion Nova misleads consumers into believing that they are getting a good deal,” the lawsuit claims. “This tactic tricks customers into overpaying for products they believe are more valuable than they actually are.”
Discounts That Never Expire
According to the lawsuit, the retailer’s site regularly displays sale tags in bold red font next to crossed-out “original” prices—prices the suit alleges are never actually used. “The sales don’t expire, and the items are never sold at the supposed regular price,” the filing states.
For instance, during a “30–80% Off Sitewide!” promotion in October 2022, a light-wash Weekend Sherpa Denim Jacket was listed at $48.99, supposedly down from its original price of $69.99. But in March 2023, that same jacket was advertised for just $28.98—almost 65% off the same listed “original” price. The suit alleges the jacket has never actually sold for $69.99, calling the supposed markdown a fiction used to mislead consumers.
“While there is nothing wrong with a legitimate sale,” the filing reads, “a fake one—that is, one with made-up regular prices, made-up discounts, and made-up expirations—is deceptive and illegal.”
Pattern of Alleged Misconduct
This isn’t the first time Fashion Nova has come under fire for questionable business practices. The lawsuit points to previous Federal Trade Commission (FTC) enforcement actions against the company:
- In 2022, Fashion Nova paid $4.2 million to settle charges it suppressed hundreds of thousands of negative product reviews on its website.
- In 2020, the company was fined $9.3 million for failing to ship products on time and violating refund requirements for unshipped orders.
Despite these high-profile settlements, the new complaint asserts that Fashion Nova “has continued its practice of making misleading representations about its products and prices.”
Who Is Affected?
The class action aims to represent all U.S. consumers who purchased Fashion Nova products advertised as discounted on FashionNova.com before March 29, 2024, and within the applicable statute of limitations.
If you purchased sale items from Fashion Nova in recent years, you may be eligible to participate in any future settlement or judgment, though no action is currently required. Potential class members will be notified if the case moves forward and a resolution is reached.
*****Fashion Nova has not yet publicly responded to the lawsuit. The case is ongoing.
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