Forever 21 returns to its hometown roots with a new global campaign: “Forever LA – A Little LA in All of Us”

LOS ANGELES–(BUSINESS WIRE)–Today, Forever 21, a global retailer, is launching its first-ever branded campaign designed to showcase its Los Angeles roots and evolution as a fashion brand. This new vision will deliver LA’s signature style across the country and influence the company’s platforms, from e-commerce and retail to social media and even its presence in the Metaverse. The retailer’s new CEO, Winnie Park, oversees the initiative while guiding the business forward.

“Our birthplace is the inspiration and muse of our sense of style. From the beaches of Malibu and the skateparks of Venice to the streets of DTLA and the lights of Hollywood, Los Angeles is the ultimate destination for tourists, immigrants and culture. LA is truly multicultural and a hub of innovation for music, film, arts and fashion,” said Winnie Park, CEO of Forever 21. “This shift in our strategy signals our shift from fast fashion to relevance. of omnichannel branding with a focus on Gen Z who are not just digital natives, but social natives as content creators and pioneers in social commerce and the metaverse.

The campaign is inspired by the different lifestyles of Los Angeles neighborhoods, with the new campaign logo reflecting six distinct parts of the city: Downtown LA, Koreatown, East LA, Malibu, Hollywood and Venice. As part of the campaign, Forever 21 unveils a new video, “A little LA in all of us.” This video love letter to LA celebrates the energy of the city and the people who give it its vibrant pulse. The campaign spotlights cultural creators on TikTok, Instagram and YouTube, each reflecting a unique, location-inspired style. China Ann McClain, Olivia Holt, Griffin Johnson and Madison Pettis are featured in this social media-focused content, directed by Los Angeles native PHAM and John Merizalde.

To further highlight the power of creativity in Los Angeles, Forever 21 is partnering with the Boys & Girls Club of America and Art Bridges The Gap to create four murals between Hollywood and Venice. Members of nearby Boys and Girls Clubs will work with local artists to bring the murals to life in their neighborhood. The first mural will debut in Hollywood later this month, with three more murals planned over the summer.

To execute the campaign, Forever 21 partnered with The Salon, Campbell Ewald’s new cultural consultancy, which oversaw the project from concept design and cultural coaching to creative direction.

About Forever 21

Forever 21 is a fashion industry leader that makes the latest trends accessible to everyone while inspiring unique style and confidence. With a renewed focus on the customer experience, the brand offers high-end designs and fashion basics with compelling values ​​and a dynamic store environment. While driving innovation in e-commerce and digital to expand access and convenience, the brand continues to strengthen its positioning as today’s preferred destination for the fashionable consumer. Forever 21 is located in over 572 standalone locations worldwide and online. For more information, visit

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