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:: Spotlight :: Forever Now opens at Chadstone

By: Carmine Pascuzzi

A big event was held recently at Chadstone - The Fashion Capital. International company Forever Now opened to a celebrity launch. The brand offers its own exclusive swimwear and lingerie ranges, and fashion accessories with a focus on handbags.

With a focus on bringing hot celebrity-led trends and looks from Milan, London, New York & Paris to Australia, Forever New is aimed at young fashion conscious women. Amanda Goenka, Forever New Managing Director, said the brand intends to fill a gap in the market by delivering international catwalk looks and street trends into stores at high quality and great value. She said, “At Forever New we have a young team of Australian and London based designers who keep a daily watch on new trends and create ranges for our customers which are manufactured in our own Asian operations. Our internal vertical infrastructure is geared for maximum speed to market. The process from design room to shop floor can take as little as fourteen days, which also allows us to respond quickly to customer needs. New styles are introduced every week, which means that customers will enjoy shopping our stores frequently.”

Amanda believes that Forever New will appeal to fashion followers who want to shop for the latest looks in an exciting new store environment. Stores are designed to showcase the ranges with modern fixtures, spacious layouts and light colours. Bold graphics and lighting effects reflect the celebrity inspired theming, with the Forever New brand itself depicted by a constellation of shining stars.

New Look founder Tom Singh said he was pleased to be partnering Forever New in Australia as part of his Australasian Retail vision. He said, “We believe there is tremendous opportunity to bring fresh new trends to young fashion lovers at great value. Australia is a fashion forward market as today's youth
have instant global awareness via the internet. They no longer expect to wait several months for new trends to appear in store when they can already see them online.”

Forever New stores are now open at Southland, Broadmeadows and Chadstone in Melbourne; Liverpool and Parramatta in Sydney with Chermside in
Brisbane to open soon. The company is planning to open additional stores over the next twelve months.

Here are pictures from the recent shop opening at Chadstone.

Entertainment was provided by the Young Divas. The four singers performed two of their hit songs and all wore Forever New and will continue to wear Forever New on their current tour

The Young Divas
The Young Divas
The Young Divas
Eliza Taylor-Cotter (from Neighbours) was dressed by Forever New