Fashion 21 Clothes

A true rags to riches story that found its way into the closet and hanger of almost every girl in America has laid its ground work in India and IT IS LOOKING GOOD. Forever 21- the brand synonymous with super girly designs, affordable prices and super fast season turnaround opened its first big store at Phoenix Market City in Viman Nagar with a whopping 2 storey enterprise and lines of bustling customers. I was lucky enough to ditch the crowd courtesy a generous blogger invitation a day before the launch and still managed to shop for over 3 hours ! Read on for more deets.

Forever 21 originally started off as Fashion 21 – a clothing store owned and operated by the founders Do Won Chang and his wife Jin Sook. Mr Chang who is now CEO and has over 480 stores across the world, started off humbly with 3 jobs to make ends meet in 1981. They were Korean immigrants and surprisingly their move into fashion is a story straight out a movie!

Mr Chang while working at a petrol station noticed that most high end cars that pulled in were owned by people in the fashion industry. Next thing you know, they have a 950 sq feet store in Highland Park, California and the rest is history. With a combined networth of over Bn, this is a story for the masses. The brand specializes in more teeny/girl fashion with special attention to dresses, short skirts, booty shorts and so on. Its supremely affordable prices have made it a success with the female crowd- because who doesn’t want to buy clothes all through the year, right?

The Pune store was launched with much fervor with special styling for 20 women by Anusha Dandekar ( Pune homegrown styler/VJ extraordinaire) and also got its celebrity quotient on with Arjun Rampal coming in to cut the yellow ribbon (looks hot but a little douchey- more on that later).

The store is located on the ground floor at Phoenix Market City and is pretty sprawling.

What you will get, YAY!

1. The collection includes almost everything from dresses, high heeled shoes, bags, accessories, sunglasses, makeup bags- THE COMPLETE WORKS.

Insides!

Come to me pretty

Nice bags

Accessories galore

Accessories galore!

Zips on these dresses were kinda bad

Summer is here

Cute Tshirts for less

Shopping frenzy had hit optimum spending levels.

2.Pricing is excellent starting at Rs 1079 for a decent dress, Rs 879 for a crop top, Rs 700 for pair of shoes and freaking Rs 679 – 1099 for denims!

3. The collection is very colorful and you will be spoiled for choice!

What you won’t get, BOOOOOOO!

1. Biggest downer – women with big butts, we have a problem here. You can find nice tops, but bottoms are almost impossible to find as the largest size is an American 31 which is just about a Indian medium or maybe large. Who has size 30 waists anymore?

2. Quality of zips on dresses is very flimsy. You might think its trivial, but when a zip gives up on you just when you need to get in or out of a dress- its dooms day!

3. Same with the shades. Good collection, but very very flimsy.

But none of this stopped the Puneris from lapping the store up. Officially it was open to the public on 11th April at 8 am and line of women to shop spread over 2 floors! It was bursting at its seams by 10 am! Now that’s what you call BRAND PRESENCE!