Forever 21 Joins Times Square With New Flagship Store

Times square, a prime destination for New Yorkers and tourist alike, may have just gotten just a tad livelier with the recent addition of Forever 21 to the busy district.

The eternally youthful brand, known for their fashionable dubs for the fabulous gal(and now guy) on a budget, officially unveiled its 91,257-square-foot flagship store with a pre-opening ceremony (June 24) to a select few. The Fête had a fashion show, hors d’oeuvres, a selection of non-alcoholic cocktails along with bubbly and beer, and a special performance from “The Virgins.”

Unlike the recent opening of American Eagle (also in times square), were some guests sat on the stairs for a temporary reprieve from the packed house, the forever 21, launch was very different.  So small was the party, that it was held in the basement floor of the four-floor-shopping extravaganza.  For an opening of this magnitude, it was rather lackluster.  It felt like a fancy party with cool ambiance, good food (the mushroom soup was delicious) and great music but not an opening celebration.

That said the laid-back atmosphere was perfect for people watching. The eclectic mix of attendees included  Williamsburg artsy types, fashionistas, skinny jeans wearing men, and other taste-makers.   A notable sight was a young “fashionista” in an unflattering latex skin-tight dominatrix dress complete with metal spikes, but most unflattering was the sweat running down her leg. Yes, totally yikes. The “fashion-less” fashionista was not to be undone by a hipster type wearing a skirt over his denim jeans. Interesting, I tell you.

Interestingly enough, the fashion show replicated some of the looks spotted among the party-goers. The make-shit runway show, in a series of mini-shows, showcased a funky selection of pieces and collections housed in the store.  The night festivities were capped by a performance from “The Virgins” who rocked the house with their trademark tunes.  Upon leaving guests (myself including) received a special edition tote, with goodies from the retailer, included a Brian Lichtenberg graphic t-shirt.

The story is officially open for business.  According to Racked.com the store will have “151 fitting rooms, 32 cash registers and [a] mind-blowing 500 employees [that] will switch out merchandise daily.”  The store will operate from 8 a.m. to 2 a.m.

Check out images from the show and the party

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