Rory Beca Launches Adorable Collection at Forever 21

After the Rodarte preview at MOCA's Pacific Design Center space, I headed over to The Grove for the Rory Beca for Forever 21 launch party. I met Rory as soon as I walked in and we chatted about her adorable collection. As we're chatting she walks over to one of her dresses and grabs the tag. "How embarrassing is this," Rory says as she points to a photo of herself on the tag. We laugh over the inclusion of her photo, but Forever 21 must be thrilled to finally have such a cool designer collaboration that they went all out with the tag. Then she tells me that I must try the video flip book, which turned out to be so much fun. My husband and I couldn't stop laughing as we made our flip book. Needless to say we had a great time at the launch party. For the few minutes I spent with Rory, she was super sweet, friendly, and lots of fun.  It's quite clear that the personality of this talented designer shines through in the clothes she designs.

I picked up the gray dress that Rory is wearing in the picture of us (and also on the mannequin to her left) and the pink knit sweater in the second picture below.  It was so warm in L.A. the next day that I ended up wearing the dress around town.  I have a feeling I'll be wearing it all summer.

Check Out My Previous Interview With Rory Here: Petro Zillia & Rory Beca for Forever 21 = Springtime Wardrobe Shopping!

Click here to shop the collection online

Rory and I on the Swanky Red Carpet

Rory Beca's Collection in Forever 21

Petro Zillia & Rory Beca for Forever 21 = Springtime Wardrobe Shopping!

LA based retail chain Forever 21 has teamed up with two local designers, Petro Zillia and Rory Beca, in collaborations that are making me wish for sunshine and warmer weather.  Let the Spring/Summer wardrobe shopping commence!

Although it's terribly sad to hear that the Petro Zillia store on W. Third Street is closing at the end of February, my mood quickly changed with the announcement of Petro Zillia's collaboration with Forever 21. The label, known for it's bright colors and fun, flirty style, will fit in perfectly with an affordable line at Forever 21.

To celebrate the launch, Petro Zillia and Forever 21 are throwing a big bash on Friday, February 11 from 6-9 pm at the Forever 21 store at The Americana at Brand (sister mall to The Grove.) The party is open to all and there will be sweets, treats, and giveaways!



Forever 21's next designer collaboration is with Rory Beca, which will hit store on March 4. The Grove in LA and the Times Square Forever 21 stores and will host a launch party before and on the release date. Again, the party is open to all so don't miss it!

In an interview over email, Rory Edelman, the designer behind Rory Beca, describes her Forever 21 line as, "very feminine and filled with easy-to-wear pieces.  At the same time there is a sophistication about it, which I think will appeal to Forever 21's more sophisticated customer."


I've adored Rory Beca's collection every since she debuted her collection a few years back. Edelman's Forever 21 collection is similar to her own label, known for it's laid-back style and vintage feel, but at a lower price point. "I had the fun, easy-going girl, who loves to travel and enjoy herself, in mind when designing the collection," says Edelman.

I asked Edelman if she would like to do another collaboration with similar retails store such as H&M or Topshop and she responded, " I loved the opportunity to expand my customer reach and make my collection available to more people. It has to be the right fit though." Let's hope the right fit comes along again.


Photos of the Petro Zillia and Rory Beca for Forever 21 collections after the jump...