Young Love

There’s good news for all the fashion forward folks. Now the popular pret label Forever 21 has set shop in India. The American clothing brand that swears by its teen spirit launched its 10,000 square feet flagship store at Ambience mall in Vasant Kunj over the weekend. Jazzing up the opening was actor Bipasha Basu,who made an extended appearance at the store,kitted in Forever 21 from head to toe — a frilly white blouse with a bolero jacket and denims. “I was introduced to the brand when I was 21. The clothes are peppy and can be pulled off by any age group,” smiled Basu,as she demurely posed for photographs. Meanwhile,President Alex Ok did not seem intimidated by the swarming crowds outside the store. “Wherever we open a store we attract a huge crowd. It shows what a great following we have,” smiled Ok. So far the store only houses the Forever 21 line,and will introduce the Heritage,Maternity and Love 21 lines after gauging the market’s reactions. “There are many price points and the clothes are very aggressively priced. This is the USP of the brand and it is not just for young shoppers but even the 30s demographics,” said Ok,adding,” If one brand changes their collection once in two weeks,we have a new line everyday. There is a newness in Forever 21.”

You can pick up a pair of basic denims at Rs 549,a heritage belt for Rs 399 and a chic top for as little as Rs 1,099.