Forever 21

Yesterday I was lucky enough to be asked up to Birmingham to see the new Forever 21 store, the first in the UK! If you haven't heard of it Forever 21 hails from LA and is like the ultimate American high street store... kind of like a cross between a cheaper Urban Outfitters and New Look. And it opens in London (on Oxford Street) later this year, whoop.

Anyway back to the store. It is HUGE - as in Topshop Oxford Circus HUGE - 3 floors of womenswear, shoes and accessories (there's a bit of menswear but we won't talk about that). Amazing. You could easily spend a few hours just browsing... as we did. And I guarantee you won't leave without buying at least 3 items.

The jumpsuit (above) was a popular choice - very cool, very LA, very Forever 21 and only £22.80. I loved the slouchy knitwear for under £20, folky dresses, cute hats, particularly a bowler, jeans for under £10 that amazingly don't look cheap and there were some fab tribal/graphic prints. They've also just had in some mini collections designed by uber cool LA designers like Rory Beca (who I love!) - a bit Acne-esque but more commerical.

Anyway you should totally pay the store a visit... London opens September-ish and the website has EVERYTHING on too www.forever21.com. ❤