Needed more proof that now was the best time to shop Forever 21 if you’re over 21 years old? Just check out the retailer’s newest campaign featuring the store’s chicest styles yet, all shot in sophisticated black and white. Whether the new pieces are ones you need for your dream fall wardrobe or not, one thing’s for sure: this is not the Forever 21 we shopped at in high school.
While the photos may look fairly stark, the colorless campaign is actually full of clever, eye-catching details that will especially speak to older millennials (like me!). From the ‘90s minimalist vibe of the series that tugs on my nostalgic heartstrings to the fact that the models appear to actually look like me — as in, not teen girls — the campaign feels extremely relatable to an almost-30-year-old.
There’s a definite “gimme!” quality to the campaign too. The styling feels like a mix of the easy-going cool girls from Everlane and the moody trendsetters at Zara with looks that say “These girls don’t try too hard, but they look good,” a sentiment that tops my #stylegoals list (and most likely, yours too). Plus, the high-contrast lighting makes details on the clothing pop, which gives us the chance to pause and stare at the of-the-moment styles (something we’ve rarely, if ever done when we’re schlepping through piles of clothing in-store). The texture of the knit tank, the clean lines of the sporty sheath dresses and the tailoring in the cozy coats are making us think a trip to the mall is order once the collection drops on September 11. Keep up your attention to detail, Forever 21. We’re noticing.
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(h/t PopSugar, photos via Forever 21)