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Forever 21's Fifth Avenue Store Has a Pervading Feeling of Calm

Photos: Forever 21
Photos: Forever 21

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Have you ever walked into a Forever 21 only to be assaulted by the overwhelming number of options stuffed onto the racks? The fast fashion chain has heard you, and they've responded with a clean-slate Fifth Avenue store that opened on Saturday morning (with an appearance by teen pop-star Cody Simpson). That doesn't mean the amount of product has diminished—trust us, there's still plenty to choose from—but an organized layout of clothes and accessories set against shiny white walls or displayed on unadorned racks makes the shopping process feel a lot less hectic.

Frequent visitors to this address won't notice a marked change in layout or decoration from former resident H&M, which only exited this address barely a month ago, and it's the space's open-air format over three levels that aids in the store's relaxed feeling. Categorical layouts—festival wear to the right of the entrance, plenty of room for accessories on the back of the first floor, business attire and menswear on the second floor, the brand's new activewear and denim lines, as well as kid's clothing—make for easy browsing. Be sure to stop by during non-peak hours to take full advantage of the new store.

Forever 21

640 Fifth Avenue New York, NY