US 'fast fashion' arrives as Amber goes on tights schedule
American 'fast fashion' arrived in Ireland today with the opening of the Forever 21 brand in Dublin's Jervis Centre.
The Californian brand, which started in the 1980s and now has 460 stores worldwide, has fresh merchandise brought in daily and arrives into an already competitive youth sector where Irish rivals include Penneys, A-wear, Dunnes Stores and Heatons.
Second-generation modelling sensation, Amber Le Bon who was voted the 'World's Hottest Celebrity Daughter' arrived in town yesterday for a gala launch party held in store last night.
Amber is the leggy daughter of former supermodel Yasmin Le Bon and Duran Duran's frontman Simon Le Bon.
Only 21, she is already a modelling veteran, having worked with River Island; as the face of Myla underwear; and with Moschino on their online store.
The 5ft 10in model made her debut on the Chanel catwalk with her mum at the age of 20 months.
Irish shoppers familiar with the Forever 21 brand in the US face higher price tags here after 21pc VAT is taken into consideration.
Some prices run dollar for euro, like the spotted tights, which cost $6.80 on the American website and €6.80 in the Dublin store.
Anyone admiring the 'Twelve by Twelve' sequinned, cap-sleeve blue top that Amber wore for a photocall yesterday will pay €30.80 for it in Dublin.
This compares to a price of $26 on the internet, before postage.
This in-house 'fashion-forward, couture line' is expected to be one of the top attractions at the Dublin store along with their 'Heritage 1981' knits range.
MTV presenter Laura Whitmore spun the discs at last night's launch party in the store and guests included Irish models making it in America like Cerri McQuillan ('Project Runway') and Roz Lipsett .
The store, which adjoins the new New Look store in the former Arnotts Project, measures 69,000sqft and the company will employ around 250 here.
Larry Meyer, executive vice president of the company, said he believed the firm's "fast-fashion concept perfectly suits the European consumer's insatiable appetite for trend-led, fast fashion at value prices."