All The Rage

The Image staff muses on the culture of
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Forever 21 is looking sharp

April 1, 2010 |  2:00 pm

I've spent a lot of time in the new 86,000-square-foot Forever 21 store in Cerritos recently, researching a cover story for Sunday's Image section about the brand and Linda and Esther Chang, the daughters of the fast-fashion chain's founders, Don and Jin Sook Chang. The twentysomething sisters have been working for the company for the last year, in the marketing and visuals departments, and will eventually take over the $2- billion business. They are bright young women and wholly dedicated.

And I have to say, the Cerritos store (the prototype for all Forever 21 stores going forward) is a lot of fun in the same way that the TopShop store on Oxford Street in London is, and Fiorruci in New York used to be. In other words, you can spend hours in the place, find some great steals and not spend a lot of money. All eight of Forever 21's collections are represented in the two-level store, which occupies an old Mervyn's space, including the new kids and men's lines, beauty products, jewelry and shoes.

Above are a few of the items I've picked up recently. They've impressed my friends. And yes, the shoes are really comfortable.

-- Booth Moore

Photos: Top left to right: Sequin wedges, $25.80; Twelve by Twelve lace pearl trim sweater, $22. Bottom left to right: Duo-color open cardigan, $15.80; rhinestone earrings, $9.80. Credit: Forever 21