Forever 21 has filed for bankruptcy. This filing, the second since 2019, will close all stores. Does this mean the end —or at least the beginning of the end—for "fast fashion"? I for one can hope.
Selling cheaply produced and cheap to buy versions of trends aimed at the young and fickle, Forever 21 was founded in 1984 in Los Angeles by Korean immigrants, Do Wan Chang and Jin Sook Chang. They grew to 540 stores, mostly in malls, as well as having an online site. By 2010 Forever 21 was so powerful it opened a two-story stand-alone branch outside a suburban Houston mall.
Waiting to open at Baybrook mall, 2010 |
At first I assumed Forever 21 was aimed at older women hoping to hold onto their youthful pizazz. I wasn't that far off as the founders believed "old people want to be 21 and young people want to be 21 forever". Even being 21 must seem old to teeny boppers, who inhabit their own fashion universe.
Slightly
off-putting were the words “John 3:16,” printed on Forever 21's
shopping bags, that fueled suspicion the company was part of a Chinese
cult. The mention was explained as a reference to a Bible verse that
"shows how much God loves us".
Forever 21 encouraged a cringe-worthy, body-baring, over-sharing style of clothing that (my opinion here) eventually trickled down into mainstream fashion. It sold everything from apparel to shoes to accessories for both men and women, aka boys and girls.
As far as the eye can see... |
Forever 21 followed in the footsteps of Abercrombie and Pac-Sun in its appeal to the young and gave new life to old mall brands like Charlotte Russe. I think its popularity encouraged Target to up its game and compete in this lucrative market. Coincidentally Forever 21 never had the cache of Zara or TopShop. They fought some contentious legal battles with established designers such as Anna Sui and Diane Von Furtstenberg over copying. The outcome was inconclusive as clothing designs can't be copyrighted.
Did I ever shop there? As an equal opportunity shopper, in the beginning, yes. And I did find one or two things I actually wore—a raincoat, I think, and some chunky costume jewelry that wasn't trying to be anything but. As time went on fashion changes/they changed/I changed...who knows? Unlike many, many other places that have closed (the flagship Neiman Marcus in downtown Dallas!), I won't mind that Forever 21 didn't last, well, forever.
This was never me... |