Forever 21 Launches Petro Zillia and Rory Beca Designer Collaborations

Forever 21
Photo courtesy of Forever 21
A dress from Forever 21's Petro Zillia  collaboration

A new trend is hitting Forever 21: designer collaborations.

Following in the footsteps of Target, Macy's, and, well, every other store on the planet, the fast-fashion retailer is teaming up with Los Angeles labels Rory Beca and Petro Zillia on two new Spring 2011 collections that pay homage to the chain's California roots.

“Forever 21 chose to highlight local Los Angeles talent for the launch of our first designer collaborations,” Forever 21's Linda Chang said in a press statement. 

“For more than 25 years, the city has provided Forever 21 with spirited and dynamic inspirations rooted in fun, warm-weather dressing, and we thought both Petro Zillia and Rory Beca embodied this aesthetic for our customer.”

First up is Petro Zillia, which is set to launch a line rife with pop-art prints and retro details February 11.

“For this collection, I was inspired by everything loving, happy and bright,” Petro Zillia designer Nony Tochterman said.

“Looking at it, you’ll be immersed in upbeat colors and wild and untraditional combinations, like my favorite rainbow print with hearts and stripes. I have every intention to inspire the Forever 21 customer to remember how wonderful life is and to be happy as they wear my designs.”

Come March 4, Rory Beca will début with a focus on vintage fabrics, soft prints, and a worldly aesthetic.

“When creating this collection for Forever 21, I wanted to have fun with it,” designer Rory Edelman says.

“The result is a playful collection filled with pieces that are easy to wear. While designing, I was inspired by the women that ride their cruisers along the beach near my house—stylish Venice girls that hang out on the weekend.” 

Both collections will retail for a wallet-friendly $9.80 to $29.80. Now that's the kind of California dreaming we could get used to.