What started as a viral social moment has turned into one of our most exciting partnerships yet with the incredible Saweetie for the Holidays.

Back in 2020, a wave of online chatter critiqued her drop Closer, suggesting it sounded like it belonged on a Forever 21 store playlist. Instead of shying away, Saweetie leaned into the moment, posting a viral TikTok dancing in front of a Forever 21 store, earning widespread press coverage. Fast forward to this past summer—a fan-made edit of her Nani music video imagined it as a Forever 21 campaign that Saweetie reposted. That was the spark we needed to bring this idea to life. We immediately got to work, and together we turned what could have been just a fleeting moment into something truly magical.

This campaign means so much to me because it’s a true reflection of what I love about this job—leaning into cultural moments, listening to our community, and creating something that feels authentic and exciting. From the creative strategy to the in-store experience, online shop, and an unforgettable activation, this will truly be a 360 campaign designed to delight our customers.