Coveted Australian womenswear label, Forever New, reaches a new retail milestone as it announces its first store in the UK’s fashion capital of London at Westfield London (White City). The brand’s prestigious new address is the latest chapter in Forever New’s sartorial success story. Founded in 2006 and launching in the UK in 2020, the leading Australian retailer continues its expansion with confidence, creating an innovative fashion destination that celebrates its feel-good, feminine storytelling and timeless, trend-inspired silhouettes.

Located to the west of the city at White City, in the vibrant surroundings of Westfield London, the new flagship store is a welcome addition to the mall’s luxury designers, premium boutiques and familiar high-street favourites, further establishing Forever New’s position at the forefront of omnichannel retail, both in the UK and internationally. The Forever New flagship is the perfect backdrop to its carefree collections, an airy, elegant space thoughtfully designed to complement the brand’s playful approach to print and colour. The consumer-first concept brings a breath of fresh air to brick-and-mortar retail.