For the past few months us Londoners have been inundated with enormous amounts of striking imagery with regards to the new American fashion brand Forever 21- which launched on Oxford Street today.

The store is fronted by one cool mama Bip Ling aka London DJ and Fashionite blogger.

Face of Forever 21

The store is opposing discount store Primark and can be reached by jumping on the Jubliee line to hip and trendy Bond Street.

The opening today proved to be pretty popular I attended and was greeted by happy staff, funky music and a huge selection of cool chic outfits at mega effective pricing. Got to love it on a Wednesday!

It really gives Primark a run for their money- If your like me you may have noticed the pricing of Primarks clothing have been increasing steadily- well maybe some good old fashion competition will sort that out!

The store is pretty cool- focusing on young fashion and has the decor to match-

Loving the displays!

Forever 21 has done incredibly well in America rivaling the online fashion store Asos.com and other discount retailers and came about at the perfect time – during a recession!

Followers to the brand have been the Kardashians, Kristen Stewart and Blake Lively so I can imagine its going to do a fantastic job out here!

The UK website has also gone live enabling shoppers to also purchase online with free delivery at the moment!

The funky website

Bip is headlining the website at the moment!

I have already made my first purchase today at the opening and online! (yes I couldn’t resist!)

great prices, cool items looks like Forever 21 is here to stay.. check them out in store or online..

Forever 21 Dress