Forever 21 is now officially in Manila.

Last week, SM Megamall finally opened the doors to the first flagship store of Forever 21 in the Philippines with an expectedly huge crowd milling around the boutique, hoping to get in and a slew of fashion insiders who simply couldn’t wait to get first dibs of the latest collections from the popular American brand.

Forever 21 founder and chief executive Don Chang, president Alex Ok, SM founder Henry Sy and VP for SM marketing communications group Millie Dizon were themselves present to welcome VIP guests and shoppers at the launching of the 2,000 square meter fashion establishment. Mind you, even after a few days of its opening, shoppers and mall-goers alike were still forming long lines outside the store that entrance had to be cordoned off and bouncers hired to keep close watch of those going in and out of the store.

Forever 21, originally Fashion 21, is a brainchild of South Korean immigrants Chang and wife Jin Sook. It is a ready-to-wear brand that initially catered to the Korean American community in Los Angeles, California when it first set shop on April 21, 1984. The husband and wife tandem used to sell trendy designs inspired by the colorful and fun fashion of the Koreans. The concept was an instant hit among the young and hip market that tongues wagged and news spread. Suffice it to say, it was not long before fashionistas from all over LA were snapping up Forever 21’s “fashion-forward” yet affordable collections (the clothes are really quite cheap). Not surprisingly, the expansion of the business and opening of succeeding stores happened in a span of a few years. Today, there are about 480 Forever 21 stores in the US and around the world, including the Philippines.

(To set the record straight, the previous ”Forever 21” store that opened in the Philippines a long time ago was in no way related to the original. Forever 21 has already resolved the issue with the involved parties, said Forever 21 executive vice president Larry Meyer.)

The spacious Megamall chain is divided into more or less five corners to house merchandise from Forever 21 and its four other sub-labels: Twelve by Twelve, Heritage 1981, Love 21, and 21 Men.

Twelve by Twelve is the fashion house’s “couture” look, capturing the latest vibe and air of famous runways. Heritage 1981 targets the youth’s carefree and adventuresome sensibilities. It encourages the combination of new and old pieces, of vintage with modern designs. Love 21 is altogether for the “sophisticated and contemporary” Forever 21 woman. It aims for the preppie, polished look without leaving out the sensuality and softness of its wearer. 21 Men, albeit noticeably limited in terms of volume and design, boasts casual versatility—perfect for male urbanites.

The items are prized from P120 to P2,000.

According to Meyer, Forever 21 takes pride in its new deliveries everyday, making sure customers always enjoy new looks and a wide assortment of fashion without busting the wallet.

”Forever 21 is not about age but about the feeling, desire to be always stylish and happy,” said Meyer. “[It’s about how to] live well, [as well].”