Last week I went to preview what American retailer Forever 21 has to offer for autumn/winter and I was nicely surprised! I have to admit I have had a mixed opinion about Forever 21 since they hit blightly, first up I was excited after the launch, but sadly I was disappointed by the staff and stock at the only UK store in Birmingham, however I was speaking the US Press Manager and I now understand what Forever 21 is.
I was thinking it was fast-fashion more like Primark because of the cheap prices in the States, but it isn’t that simple. Yes the prices are low, more H&M than Primark here, and the collections are based on current trends, but there is one big difference the stock is always limited. Now I know that my comments on the store do seem a little harsh. So peeps if you see something you like in Forever 21 pick it up, whereas in Primark they do bulk, F21 is much more exclusive. I like this approach, a bargain and not everyone will have the same dress as you!!!
Another great thing, apart from the amazing collection, Forever 21 is finally coming to London!! Yep, the retailer is opening its second UK store on Oxford Street where HMV used to be this summer – July time, and over three floors it is going to be huge!!!! I am sure that this will shake up the high street a bit.
The AW11 collection had a nice mix to it: from my favourite pieces Navajo-meets-western inspired looks; romantic vintage-inspired looks with lace, crochet detailing and cute prints; edgy rock n’ roll party wear with lots of leather; and what seems to be a Forever 21 staple 70s Boho looks, maxi dresses and cropped cardigans.
What I love about all the Navajo-inspired pieces has to be the colourful prints, the layering, and most of all the turquoise jewellery; the collection was full of statement pieces that look so comfortable.
The two-pieces were a big surprise for me, not because they aren’t on trend, but because of the quality. Most of the pieces I loved were because of the detailing, and these two looks really stood out for me. Both have Chanel-inspired jackets which would look amazing with jeans, and I have to buy the whole navy look below, the chain detailing around the trim is just divine.
This dress is a contender for my Designer Copy feature as it a dead-ringer for Halston Heritage.
Seventies looks seem to be everywhere for the summer and it is continuing into autumn, and Forever 21 has some cute pieces from maxi’s to wide-leg playsuits.
Another area that Forever 21 makes it mark is in its party wear, and this season they are going for a rock n’ roll vibe with lots of leather pieces, mixed with lace and sequin detailing.