US fashion giant Forever 21 has signed fashion blogger Bip Ling as the new face of its brand as it prepares to open its Oxford Street flagship.

The retailer, which currently has one UK store in the Bullring, Birmingham, opens the doors to its three floor Oxford Street flagship at the west end of the shopping street, in a store previously occupied by HMV, on July 27.

Blogger Ling stars in the fast fashion chain’s latest ad campaign for its high summer and autumn collections which include Navajo-inspired prints, bohemian knits and crochets and faux leathers.

Forever 21 senior marketing manager Linda Chiang said: “Bip is the ‘It’ name in fashion. She has her finger firmly on the fashion pulse and has a fun and creative sense of style which embodies the Forever 21 brand.”

Ling said: “I’m so excited to be collaborating with Forever 21 ahead of its London launch this summer, from modeling the latest collections, to getting creative and designing the new Oxford Street store window. I love their cool LA style, always on trend and affordable.”

This week Retail Week revealed that the fashion chain had signed for a 35,000 sq ft store in Lakeside, Essex. It has also signed for stores in Bluewater, Liverpool One and Glasgow’s new Buchanan Street development, all of which are yet-to-open.