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Fashion Nova Faces New Class Action Over ‘Always On’ Discounts After FTC Review Crackdown

Fashion Nova is facing fresh legal scrutiny over how it markets discounts, as a new class action settlement moves toward final approval in California.

Published: Apr 2, 2026 8:35 AM

By RETAILBOSS Team

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Fashion Nova Faces New Class Action Over ‘Always On’ Discounts After FTC Review Crackdown

Credit: Fashion Nova

Fashion Nova is facing fresh legal scrutiny over how it markets discounts, as a new class action settlement moves toward final approval in California. The deal, which follows the FTC’s earlier crackdown on the brand’s suppressed product reviews, targets the retailer’s use of “limited‑time” sales and reference prices that allegedly overstated the depth and urgency of its promotions.

In Dembiczak et al. v. Fashion Nova, LLC, plaintiffs say the retailer trained shoppers to chase urgency that wasn’t real.

The class action alleges Fashion Nova advertised limited‑time sale prices that quietly continued after the supposed end date, and paired them with inflated “regular” prices to make discounts look deeper than they were.

Fashion Nova disputes the claims and admits no wrongdoing, but has agreed to settle rather than fight it out in court. The proposed deal is narrowly targeted but symbolically loud.

If approved, Fashion Nova will issue a $12 voucher to every eligible customer with a billing address in Washington, Oregon, or California who bought through fashionnova.com or its app between September 17, 2018 and May 20, 2025…

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