Tag Archives: Forever 21

Going for Gold

24 Jul

With the Westfield Stratford shopping centre acting as a thoroughfare for anyone visiting the London Olympic park, most of the shops have got on board with the sporting theme, with some breath-taking results. Here’s my pick of the bunch.

Below: Forever 21

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All following images: H&M

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Sunflowers, Spaceships and Flowerpots

16 Mar

Thought I’d share some of the lovely Visuals spotted on my travels recently.

Forever 21 Oxford St, London have upped their game with this window display. Pastel coloured furniture and lace decals and depth and dimension to this high window that some of their previous schemes have lacked – hope to see more great stuff from them in the future.

Paint drips frame these dressmakers’ mannequins. High impact and generally a pleasure to look at on the otherwise drab Regents Street.

COS, Regent Street. These upside-down plant pots made me do a double take. Love a bit of bonkers.

This is my favourite of the Liberty childrenswear windows currently on display, the colours are lovely and the hanging spaceships are so incredibly detailed they look like they’re on hire from NASA!

Massimo Dutti on Regents Street has a sophisticated Palm Springs vibe.

Desigual, Oxford St. I’m rarely a fan of their OTT schemes, but their mannequin hair and make-up is often wonderfully creative. These wigs couldn’t fail to catch my eye.

I’ve seen this scheme at a few branches of Zara including Regents Street (though this is a photo of the Windsor store – shame about the dropped clutch bag on the floor!) Such minimalism is hard to pull off but with a dramatic composition like this and fantastic styling, it makes a great statement.

Call Dale Winton – a River Island supermarket sweep would be right up my street!

Browsing Time: FOREVER 21

17 Jul

With adverts for the first Forever 21 store in London currently adorning buses and Tube platforms, and the eagerly awaited opening in under a fortnight, I thought I’d take a look at the “phenomenon” (their word, not mine!) that is F-21.

The brand’s first European store opening last November in Birmingham’s Bullring shopping centre.  With a whopping 53,000 sq ft spread across 3 floors, the store dominates the shopping centre. And with plans for equally huge stores set for Lakeside, Bluewater and Stratford already in place before the Oxford St store has served a single customer, this brand is clearly full of confidence in its British market.  But ask a handful of fashion lovers if they’ve heard of Forever 21 and it is likely only the Transatlantic holidaymakers will be familiar with it.

The core appeal of the brand is that it’s cheap (on a parr with Primark) and there is a LOT to choose from.  Each design is delivered only once, so there are no ‘bestsellers’, only small amounts of thousands of different lines.  It is a time-consuming shopping experience, as there are rails and rails to rummage through, though you may be rewarded with some hidden gems.  Plus the added appeal of lines being so limited means you are less likely to bump into 3 other women wearing the same dress as you on the way to the pub as if you’d bought it in Primark.

The value price-point is not reflected in the design of the store though, with grandiose stucco ceilings, chandeliers and sequins galore.  I took these photos at the Birmingham store last week:

In comparison to the interiors, the windows are a real let-down. Totally bland:

With a much more modestly sized unit on Oxford St, but a real need to impress the fickle fashionistas of the Capital, I’m looking forward to seeing what F-21’s got up its sleeve.  The phenomenon hits on 27th July, will you be there?

Further Reading:

The Gospel According to Forever 21 – the Guardian

Fashion News – Retail Week