I Heart Fashion: Forever21

Another day, another fashion find and today welcomes American fashion label Forever21. Having served the all American fashionista with years of affordable fashion, Forever21 is now planning to set up shop in London's Covent Garden, Oxford Street, Regent Street and Westfield's shopping centre.

Think H&M meets Urban Outfitters and you'll understand why I am beside myself with excitement. The US chain offers everything from  basic T-shirts to glamorous dresses and accessories to match every occasion under the sun, all at bargain prices.

If the hype for Oxford Street's 'Primani' (Primark for those who have been living under a rock for the last five years) is anything to go by, one can only imagine and slightly fear the hullabaloo that awaits this poor city.

Feast your eyes on a few of my favourites..