Forever 21 is Here!


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Cult US fashion label Forever 21 opened its doors this morning in Brisbane (finally!) for the first time in Australia.

The new store, located in Queen Street Mall under Brisbane’s new NEXT hotel, spans 1900 square metres over two levels of the latest fashions in womenswear, menswear, plus size, kids and active clothing.

Each section of the store is dedicated to a different style, from activewear, festival must-haves, nightlife dresses and workwear, to basics, denim and teen fashion.

And with a focus on ‘affordable LA fashion delivered daily,’ Forever 21 is fast fashion at its finest, with new products constantly made and allocated globally.

The doors swung open at 10am this morning after Founder and Global CEO Don Chang officially opened the store with teen superstar Alli Simpson and Lisa Hyde from the Bachelor stylishly in tow.

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The line of eager shoppers snaked its way through the Queen Street Mall, some waking before the sun to be the first in line (they arrived at 5.40am!) for what was definitely the extravaganza they expected.

Way to go Brisbane! We are set to be fashionably ahead of Australia’s stylish southerners (eat your heart out Sydney and Melbourne), having exclusive access to Forever 21’s summer collection full of colourful prints, bold patterns and textured pieces – perfect staples for the sunshine state. Hooray!

To my surprise, the price is definitely right, with basics and a large denim collection retailing from $4.80 to $15 and blouses, skirts, pants, tailored shorts and more averaging $30 a piece, not bad for fast fashion straight from the U.S.

There’s also a whole collection of shoes, bags, jewellery, accessories and underwear to complete your new outfit, all at very competitive prices.

The good value price points added to the hysteria, and I must say I was among hundreds of crazed women muttering (some screeching) “OMG that’s $28? I’m so getting that” while tossing things into the mesh carry bags.

You’re in for a well deserved treat ladies, so got forth and welcome Forever 21 to town!

What’s all the fuss about?

Forever 21 has become a retail giant since Mr Chang opened Fashion 21 in downtown LA in 1984. And now, as Forever 21, the label has grown to over 600 retail stores worldwide, form heavyweight fashion capitals in Europe and the United States to Hong Kong, Colombia, Mexico, Singapore, United Arab Emirates and Japan. Our new Brisbane store now resides in a funky place alongside them all.


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