Forever 21 launches bridesmaids collection with Rory Beca
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Forever 21 has started its foray into the bridalwear marketing. Designing a bridesmaid capsule this summer, the trendy, youthful retailer has partnered with Rory Beca.
The new line will consist of six dresses and will be called Pretty by Rory. Although a step into bridalwear, the line will only include bridesmaid dresses. Moving into this market is a way for the company to bring fashion-forward choices for bridal parties. “We see this collection as an opportunity to provide on-trend bridesmaidwear at a price point our bridal customers will love,” Forever 21 vice president of merchandising Linda Chang told WWD. The collection will retail from 68 to 78 dollars and will be available in select stores as well as on the fast-fashion retailer’s website.
Launching an affordable collection, this shows Forever 21’s growth by expanding into current, on-trend markets. According to the company’s Instagram, the dresses include floral patterns, maxi-length dresses, and muted, pastel tones. The Forever 21 x Pretty by Rory collection launches this upcoming Monday, May 8.