Jervis Shopping Centre Dublin Ireland

Forever 21 has announced designer collaborations for Spring 2011 with Rory Beca and Petro Zillia.  These influential designers represent the best of Los Angeles with gorgeous colors, sultry fabrics and easy silhouettes. Both collections are available in Forever 21 in the Jervis Shopping Centre, Dublin.

The first designer collection in the series, Petro Zillia fills stores with brilliant detail and bold California colors. Petro Zillia’s use of retro trend with modern twists and pop-art prints makes her a perfect fit for the Forever 21 girl.

The first in a series, Linda Chang, Head of Marketing says “Forever 21 chose to highlight local Los Angeles talent for the launch of our first designer collaborations. For more than 25 years, the city has provided Forever 21 with spirited and dynamic inspirations rooted in fun, warm weather dressing and we thought both Petro Zillia and Rory Beca embodied this aesthetic for our customer.” 

Launched in 1996, the Petro Zillia brand of luxurious fabrics and innovative design quickly became a favorite of both celebrities and the fashion press. Inspired by vintage fashion and one-of-kind patchwork, the Forever 21 collaboration is designed with the same attention to detail that has been a hallmark of her signature line.

“For this collection, I was inspired by everything loving, happy and bright,” explains Petro Zillia designer Nony Tochterman. “Looking at it, you’ll be immersed in upbeat colors and wild and untraditional combinations, like my favorite rainbow print with hearts and stripes. I have every intention to inspire the Forever 21 customer to remember how wonderful life is and to be happy as they wear my designs.”

“I was super excited to partner with Forever 21 since I’ve been a fan and a customer along with my 12-year-old daughter Romie,” says Nony. “I’ve always admired the Forever 21 fashion-forward sensibility and their fun spirit that comes through in the merchandise, display and marketing. I felt my design aesthetics and style would synergize our brands perfectly.”

Rory Beca was selected for the second designer collection in the series.  Embraced for her ability to dress the city’s most fashionable young women, 28-year-old Rory Edelman embodies the spirited and sophisticated feeling of her Rory Beca line. An avid traveler and collector of vintage fabrics and trims, she uses a varied palette of textures, colors and patterns that give her designs an authentic, worldly aesthetic that fits every woman’s lifestyle.

“When creating this collection for Forever 21, I wanted to have fun with it,” explains Rory. “The result is a playful collection filled with pieces that are easy to wear. While designing, I was inspired by the women that ride their cruisers along the beach near my house—stylish Venice girls that hang out on the weekend.”

One of the fastest growing, most in-demand collections in the U.S., Europe and Asia, her four-year-old line of separates has caught the eye of some of the most fashionable women in Hollywood. For her Forever 21 collection, she has focused on mixing vibrant solids with soft prints, all designed with the trend forward customer in mind.

“I’ve always been a fan of Forever 21 because I love the fact they offer people incredible fashions that are accessible,” says Rory. “This is a great opportunity to introduce my designs to a new customer.”