Forever21 now in London

For anyone who has spent any time in America, or knows any Americans, the launch of Forever 21, in the Primark area of Oxford Street is something very big indeed! This right price store began life as a fast fashion mecca in California and is now a global high street fast fashion brand, with a huge celeb following including Paris Hilton and Rihanna. It already has stores in the fashion mecca Birmingham and Dublin, so it seems right that Londoners should get a piece of the pie!

With girl about town, DJ, Storm model and fastidious blogger Bip Ling as the new face of the brand, we have been teased by the arrival for the last few weeks with her face all over black cabs and the underground, and with the store opening this week, Londoners can snap up mens, womens and childrens designs for not very much money indeed. Bip takes over from Amber Le Bon, and certainly knew how to work the party and really rocked the crowd when she was on the decks- not just a pretty face or hot pair of legs, she even writes a regular and must read blog of her adventures.

Guests attending the launch party on a diabolically rainy night, were treated to an indoor summer paradise, as the event mimicked Miami Beach in the 70s, and the Old Sorting Office was transformed into the London version of a Hollywood playground, complete with a marquee, fairground ride, beach huts, skater boys, roller skating girls and the best hula hooper I have seen in a long time! Had it not been for the uber long queues, you could even get your nails Wah-ed too.

The fashion show was also a hit, as 3d glasses were worn to watch the models strut their thing, wearing a playful collection for AW using knits, crochet and a nod to vintage prints. Choosing the pieces for the show must have been a mission as if it was stock from the whole shop it would have had to go on all night…

See for yourself on 27th July, when the store opens at 360 Oxford Street. Be prepared for hysteria, and Storm model scouts!

By Sara Darling