Forever 21 launches new 'Forever LA' mural campaign

By

Jennifer Braun

Published
Aug 29, 2022

Forever 21 is launching a new series of murals designed in LA in partnership with Arts Bridging the Gap and Boys & Girls Clubs of America.

In particular, the collaboration will engage local Boys & Girls Clubs across LA, with the aim to encourage local LA youth to participate in focused creative expression sessions to create the murals. 

Moreover, each mural will feature a QR code which will unlock a unique Forever LA page with information about the art, the activation partners, highlights from the painting events, and more details about Forever 21’s forward looking plans.

“What makes these murals so special is that they are being designed and painted by kids and teens from local Boys & Girls Clubs. This is part of our commitment to giving our city’s youth a voice through immersive art projects,” said Georgia van Cuylenburg, executive director, Arts Bridging the Gap. 

“We are so grateful to Forever 21 for not only sponsoring but putting their hearts and hands into empowering youth and supporting us in creating more youth-driven art in our city.”

Jim Clark, president & CEO, Boys & Girls Clubs of America, added: “Forever 21 recognizes the arts as an essential pathway for young people to discover their passions and express themselves within the local community, and we are grateful for this partnership as we continue our mission to help kids and teens reach their full potentials.”

The partnership kicked off with a mural at Sunset & Highland in Hollywood, which was completed last week. Over the coming months, the artists and teams will also paint murals in Korea Town with artist Annie Hong aka “Hootnannie”; in Venice with the wife and husband team of AQMNI; South LA with Amani Holbert and Ethel Zarinana; and in Fairfax with PeQue Brown. 

“Many thanks to Arts Bridging the Gap, the LA-based artists, and our ongoing partners at Boys & Girls Club of America as they bring such amazing art and vibrancy to LA,” said Winnie Park, CEO, Forever 21. “We are so excited to be a part of the art scene in our hometown and highlight that there’s a little LA in all of us.”

The partnership follows the May launch of Forever 21's first-ever brand campaign designed to highlight its Los Angeles roots and evolution as a fashion brand.