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Filed under: Celebrated Its US Site With a Neon Tea Party at Sur

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Europe kind of has this fast-fashion thing mastered, right? After all, we can credit them for H&M, Zara, Topshop, Mango and ASOS—though LA does represent with Forever 21 and Nasty Gal. And now, it's time to welcome another UK retailer to the mix: They've been in existence for almost seven years, but just a few months ago decided to soft-launch a US version.

Our sister site describes Boohoo as "akin to Nasty Gal and ASOS in business model and style," meaning it's online-only, offers lots of super-trendy pieces and is constantly updated with new stuff. The other thing to know about the site is that it's cheap. Super cheap. Like, $16 for a dress-, $12 for a top-, $20 for a pair of jeans-cheap. Similar to ASOS, Boohoo offers a main collection and a higher-end "Boutique" line whose pieces are still, for the most part, priced under $100.

Yesterday afternoon, the Boohoo team celebrated the debut of its US site with a neon-hued Mad Hatter tea party at Robertson eatery Sur. The place was all decked out for the occasion, with Union Jack cupcakes, vases full of lollipops, rose petals and racks and racks of Boohoos summer offerings, which will debut on the site in about a month-and-a-half.

In a release, the company's chief exec said, "We are thrilled to embark upon the states as there is definitely an opportunity to target the fashion conscious American who is looking for on-trend pieces...We aim to bring fashion from the catwalk straight to the closet." After perusing Boohoo's upcoming pieces, we can say that for summer they're loving a few trends: boho, '70s-ish dresses, fabric blocking somewhat akin to this and Isabel Marant-feeling white embroidered jeans; sequins, neon and poufy skirts; and '90s-inspired pieces that seem custom-designed for clubbing. Check it all out in our gallery, above.
· Boohoo [Official Site]
· UK's BooHoo Came to America. Here's How to Shop It [Racked N'tl]


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