Incase you hadn’t heard, US fashion forward budget store, Forever 21 finally opened it’s doors on Londons busy Oxford Street this week. With a 500-strong crowd forming around the corner three hours before opening it’s obvious this store is going to be a huge hit in the UK. By 4 o’clock on the opening day over 11,000 people had entered Forever 21 – beating Topshop by a long way.
Sitting in the old HMV building right opposite Bond Street tube station, Forever 21 spans three floors holding women’s, accessories, footwear and lingerie. Its mainline autumn collections include Ivy League-style preppy blazers and baseball jackets, Navajo-inspired prints, Seventies-style bohemian knits, grungy laces and faux leathers.
I had a spare 10 minutes and thought I would pop in with my buddy Laura to see what all the fuss was about. Wow. Firstly, we were in there WAY more than 10 minutes. We did every floor thoroughly picking up everything and anything we wanted to buy, every single price check only spurred us on to grab more. Then came the almighty choice – only one item each. I was behaving very well, and went for a salmon pink ‘salt n pepper’ style sweater, perfect for my flight to Ireland next week. The perfect comfort pull-over and for £12 it didn’t even cross my mind not to take out my card. Laura brought a super cute pink/coral pleated dress for a wedding she’s going to next week. A nice flattering length, teamed with tanned legs and neutral heels for the main event and sandals for the dancing.
Over-all rating 8/10. The staff were helpful, the store looked good, the prices were amazing . Marks lost: horrific neon pink carrier bags.
I finally got round to buying a pair of Toms this weekend too. My boyfriend brought a pair of navy Toms a few weeks ago and swears by them – apparently the most comfortable shoe ever invented. So here I am, doing my own road-test I suppose. When I opened my bag I found a flag with One for One written on the back – for every pair of Toms sold, another pair is given to a child in Argentina who has no shoes. One for One.