Forever young Famous for youthful, laid-back Californian designs, Forever 21 has become the go-to brand for budget-conscious shoppers. Its flagship store in Causeway Bay has been packed with customers since its soft opening in January. This spring, all six floors of womenswear, men's apparel, childrenswear, shoes, bags, accessories and cosmetics will be unveiled for the grand opening, with sub-brands such as Heritage 1981, Love 21 and Tween to follow soon after.
American-Korean Do Won Chang and his wife, Jin Sook, started the label in Los Angeles, in 1984. The brand has grown with breathtaking speed and has stores all across the United States, Europe and now Asia. As pioneers of fast fashion, Forever 21's success was built on the back of inexpensive designs that change throughout the seasons according to catwalk trends. But following fashion houses so closely has led to 'copycat' allegations that have tarnished the brand's reputation within fashion circles. However, such scandals don't seem to bother its insatiable customers.
We think the warm tones of the rust capri pants (HK$209) mixed with the dark red and navy of the checked shirt (both left; HK$159) are a good representation of the brand's playful ethos.
Forever 21 is in the Capitol Centre, 5 Jardine's Bazaar, Causeway Bay, tel: 2890 4791.