This morning, we were the second pair of feet in the door this morning at the grand opening of the new Michigan Avenue location of
Forever 21 (
click for location)-- the mall retailer known for its dizzying supply of ultra-cheap, ultra-trendy threads. For most, its also known just as much for its dressing room lines (lengthy) disorganization (overflowing reject racks, clothes everywhere) and stringent return policy (store credit only, always). Questionable quality is a well-accepted given considering the prices--you can't expect a $19 dress or a $12.50 pair of jeans to owe you anything after a few wears.
But at 9:30 a.m. with the staffers over numbering early-morning customers a dozen to one, zero line at the dressing room and the racks immaculately neat, this was the least Forever 21-like experience we've ever had. Housed in the former Virgin Megastore address, this location is fairly comparable in size to the three-story location on South State Street, but much flashier and more pleasant to shop, thanks to the division of the space into semi-separate rooms with different personalities. And we adored the display of mini-dresses near the entrance, all positioned along a wall painted with "Hairspray"-style hairdos (pictured here).
Staffers were still getting a quick pep talk from their manager when we stepped into a sunken vintage-style room right off the first floor, packed with retro high-waisted skirts and belted blouses embellished with bows. The accessory section, marked by a checkerboard floor and windows facing Michigan Avenue, boasts tables topped with bowls full of bangles and headbands and huge tables stacked with shiny handbags and heels. Heading up the escalators to the second floor, we loved the circular, pebble-floored room filled with cotton basics in every hue of the rainbow, a floral wallpapered space featuring airy summer shorts and tees, and a girly alcove with an antique-styled armoire and dozens of lacy dresses. A small men's section (Forever 21 wouldn't dare leave guys out of the disposable clothing market) brims with colorful hoodies, graphic tees and crisp black-and-white dress shirts, vests and slacks.
The
grand opening continues until 9 p.m. tonight, with fashion presentations featuring contestants from cycle 8 of "America's Next Top Model" at noon, 4 p.m. and 8 p.m.
Click here for details.