The Vine

Forever 21: Now Open!

New offerings at Forever 21 include (from left to right): the sunset tank (HK$109), feather dress (HK$169) and faux leather shorts (HK$159)

Since early last year, Hong Kongers have been waiting with baited breath for American mass retail chain Forever 21 to open its doors. Personally I have never really been a huge fan, although I am constantly dragged there by my sisters every time we travel to a country where there is a location. Call me a fashion snob, but I prefer to go to places like Cos and Zara for my fast fashion fix. That being said, my sisters have always managed to find pieces that look chic and cool, so it was with this (and my readers!) in mind that I attended the private press viewing last night.

I was expecting a mob but was surprised to be greeted with a relatively calm and civilised scene (as long as you don’t count the hoards of teenagers watching us through the glass doors, begging to be let in). Covering six floors and 10,000 square foot, the boutique is probably the nicest and best organised Forever 21 I have ever seen although I am sure this will change once the masses are unleashed when it opens later today. 

 

Three floors are currently open, with three more scheduled to launch in April when they will also unveil their men’s wear collection. I was surprised to see how many sub lines the boutique had – the Tween section is adorable and the accessories are bang on trend (I loved the colourful box bags and tribal print wedges!) Cosmetics will be coming soon.

Like all fast fashion stores, the clothes are more trendy than timeless although customers can choose from staple such as jeans, tees and leggings (the latter cost HK$50 a pair – what a steal!) The Retro Revival section featured polka dot separates, blazers and fun dresses in bright colours.  Needless to say I am sure the boutique will be packed everyday seeing that it’s open daily until 1am. I guess they need to sell more than just a few Tees to justify the extortionate rent (apparently, HK$11 million a month!)

Forever 21 is at Capitol Centre, 5-19 Jardine’s Bazaar, Causeway Bay, Hong Kong, www.forever21.cn

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