Forever Fashion

The brand was founded in Los Angeles, California, 1984

Each Forever 21 bag has ‘John 3:16′ underneath the branding, to signify the owners Christian faith

The flagship UK store opened on London’s Oxford Street on 27th July 2011, where people slept overnight to be the first through the door (madness, no?)

3 pieces I currently LOVE in store & online:

Such a sweet navy polka dot dress, I really love the loose fit, dropped waistband & Peter Pan collar, both preppy and girlie

I really fancy these oversized leopard print sunglasses - they’re the easiest and most inexpensive way of wearing a strong print, plus perfect with the summer uniform of a white tee and cut off shorts

These black patent chunky platforms are summer-sexy-perfect for me because I love wearing a killer heel (with bare legs, we all need the height) but I’m useless at walking in elegant heels/stilettos

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Last week I popped into The Future Gallery for Forever 21 Autumn/Winter press day event (after being lost in the back streets of Soho for 45 minutes in the hot balmy weather with Carly, where we were both following our freaking useless phone maps #fury)

On walking into the event and seeing the rails, shoes, accessories and on-brand interior you really understand what it is that makes FOREVER 21 the internationally successful brand that it is, it is young, fun and fashion focussed without taking itself too seriously.