Clothing retailer Forever 21 has added an interactive digital fashion experience to its website and is asking shoppers to contribute content.
The platform, 21st Street, launched June 18. The brand calls it an "interactive fashion and street style shopping source."
Accessible via a tab on Forever 21's website, 21st Street includes images with clothing and accessories and the tab "I want it all!" which pulls up online shopping options and allows users to select colors and sizes and add their selections to their Forever 21 shopping bags.
There's also a feed that displays the latest posts on Instagram. Forever 21 has 1.3 million followers on Instagram as of Tuesday.
According to Forever 21, 21st Street "encapsulates inspiration, street style and shopping." Further, the brand says the experience will incorporate Forever 21's social channels, which also include Pinterest, Facebook, Twitter, and Tumblr.
The 21st Street tab also includes links to Forever 21's Now Blog and #F21xMe, a social sharing portal that Forever 21 says allows fans to "wear and share their best F21 outfits on Instagram" with the chance to be featured on 21st Street themselves.
In order to participate, fans must upload a Forever 21 outfit on Instagram with the tags @Forever21 and #F21xMe.
A Forever 21 rep was not available to comment.
As of Tuesday, Forever 21 has 8.3 million Facebook fans and 1.1 million followers on Twitter.
According to Forever 21's website, the brand "has been chosen as one of the top three teen shopping brands nationwide."
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Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
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