Forever 21 Gets More Expensive, Less Cute

Forever 21 is launching a new line, called Twelve by Twelve, which wants to bring "much more luxury" to the store, according to WWD. The line runs mo
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Forever 21 is launching a new line, called Twelve by Twelve, which wants to bring "much more luxury" to the store, according to WWD. The line runs mo
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Forever 21 is launching a new line, called Twelve by Twelve, which wants to bring "much more luxury" to the store, according to WWD. The line runs mostly $50 - $100 per piece, and hopes to lure the mothers and sisters dragged into Forever 21 by their tweened out charges. The idea behind the line seems to be that if Abercrombie was appealing to moms as well as kids, it would double business; that secretly, older women want to be just as trendy and turned over as their fashion cracked daughters and assistants. Judging from the number of grown women on the street in Juicy track pants and Nicole Richie sunglasses, it's true. But the big problems here are twofold: The entire allure of Forever 21 is the prices coupled with the fast turnaround of trendy items. Neither of these ideas exist in a line that wants to be more luxurious and more classic. Glimpses of the Twelve by Twelve line reveal that it's heavily influenced by last season's trends, and it's not so pretty... or luxurious... or classic. One more thing to think about: Sienna Miller's new line is called Twenty Eight Twelve. Isn't it interesting that Forever 21 chose something so similar?

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