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Forever 21 to launch Rory Beca capsule collection March 4

February 24, 2011 |  8:15 am

ZG.F21.11.30.10 8055 Following up its first-ever designer collaboration (with Technicolor L.A. brand Petro Zillia), Forever 21 is poised to launch its second designer capsule collection March 4 with another local label — Rory Beca.

And while the Petro Zillia collection catered to a young, trendy shopper, the Rory Beca collaboration targets a more world-wise fashion fan.

"It really caters to our Love 21 customer," said Linda Chang, senior marketing manager for Forever 21.

Love 21, which launched in 2009, "is more a sophisticated contemporary collection," added Chang. "And [Rory Beca's] California aesthetic seemed like it was a great match for us."

The collection certainly embraces Rory Beca designer Rory Edelman's penchant for laid-back cool.

The line, which ranges in price from $5.80 to $32.80, is heavy on 1980s-feeling summery mini-dresses that skim the body and often cinch at the waist via elastic banding.

There's also a slinky knit tank top, flouncy black miniskirt, a black shorts romper and lilac-hued trousers featuring a bold sash tie at the waist. It's all very easy, breezy — great looks for summer barbecues and house parties.

“I wanted to have fun with it,” said Edelman. “While designing, I was inspired by the
women who ride their cruisers along the beach near my house — stylish Venice girls who hang out on the
weekends.”

--Emili Vesilind

Photo: A Rory Beca for Forever 21 look. Credit: Forever 21.

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