Forever 21 India launches collection with Kendall and Kylie Jenner

By

Isabelle Crossley

Published
Mar 4, 2019

Forever 21 India launched a collaboration with the American celebrity sisters Kendall and Kylie Jenner on its e-commerce store on March 3. The collection will launch in stores on March 8.

Forever 21, which relaunched its Indian e-commerce store in January, has now launched its new collection with Kendall and Kylie Jenner on its online store. The online launch gives shoppers the chance to grab pieces early before the collection launches in Forever 21’s brick-and-mortar stores on Friday. 

The collection is inspired by the sisters’ style and was designed in collaboration with them. Featuring a selection of western wear ranging from athleisure to evening wear, the spring/summer collection includes denim jackets, tight black mini-dresses, and other garments in styles often worn by the sisters. The three main inspirations for the collection were casual grunge, tomboyish femininity and Saturday night parties. 

The Los Angeles based fast-fashion retailer sells in India in partnership with Aditya Birla Fashion and Retail (ABFRL). Through this partnership, ABFRL has opened numerous Forever 21 stores in India. However, in 2018, the company resized many of its existing stores to cut back on losses.

The business has also limited the number of Forever 21 store openings to around six to eight a year.