Forever 21 realized that its t-shirt collection with Brian Lichtenberg this past August was the start of a good thing so they're getting back into the collaboration game with more up-and-coming designers.
Last week, the clothing brand debuted a collection designed by Petro Zillia, a brand known colorful style mixed it crochet mini skirts and metallic bronze polyester Spandex lame tops. “We like Petro Zillia’s authenticity and identifiable L.A. style,” Linda Chang said, the head of marketing and daughter of Forever 21 founder Don Chang.
Another designer will also be joining the Forever 21 circle on March 4. Rory Beca has more of a "laid-back, sophisticated aesthetic". The Los Angeles brand is knwon for designer Rory Edelman's signature caftans and flirty little black dresses with lace trims.
“This is sort of new for us,” Chang said of the collaborations. “We want to be able to keep fresh new designs in our stores so that our customers want more and different things. We’re not really concerned with the financial impact [of the partnerships]. Our mind-set wasn’t that they’d be profit generators. We always like to be on top of trends, and collaborations are a trend in the industry.”
Source; Photos: WWDSee the Top Ten Summer 2016 Trends for Women Over 40