Over in the States, Forever 21 is THE place to go for fast fashion. Teenagers love it, they love posting videos of the bargainous ‘hauls’ from there on YouTube, and the world loves watching them. The most popular haul vlogs get up to 3 million hits! Naturally, we were jealous and wanted to get involved. So we did!
Until now, us Londoners (interestingly, the first UK branch to open was in Birmingham) have not been able to experience the wonders for ourselves. Hurrah and three cheers then for the giant new flagship store which opens today on Oxford Street in London, with much trumpeting and an advertising campaign starring blogger Bip Ling. The queues this morning were stretching around the block but, lucky us, got to go to a special press preview last night!
PHEW! But what were our first impressions? Well, the store itself is light and clean, with gleaming plastic chandeliers and the most friendly, enthusiastic staff EVER seen in the capital (although we wonder if they’ll still be smiling at the end of the first Saturday shift) and paint so fresh you could still smell it in the fitting rooms. And the clothes? Cheap fabrics, yes, but more than a few treasures possible to winkle out. Over all, we approve!