Global fashion brand Forever 21 launched a 14-day interactive pop-up at Shanghai Fashion Week to engage Gen Z consumers. Held along Jing’an Yongyuan Road, the bright yellow installation featured the brand’s Fall/Winter 2025 “Chic Elite” collection and a co-branded line with The Smurfs IP. The collections blend classic academic aesthetics with contemporary silhouettes while the Smurfs collaboration integrates playful narrative elements. Simultaneously, Forever 21 announced new U.S. operational partnerships: Unique Brands will manage e-commerce and men’s wholesale, Mark Edwards Apparel will oversee women’s wholesale, and Kidz Concepts will handle children’s apparel, supporting the brand’s digital-first strategy.