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Forever 21 is about to get a serious dent in its Boston sales figures, now that Penneys has finally opened an outlet in the US city.

Primark USA launched today in Boston's Burnham Building, formerly the home of famous bargain store Filene's Basement.

The megastore opened just a couple of hours ago, with keen shoppers queuing for hours beforehand to get their fix of budget-friendly knickers, fluffy socks and slogan tees.

Boston Mayor Marty Walsh officially welcomed the Irish company to the city's downtown area before cutting the ribbon.

Penneys provided a specially jazzed up pair of scissors, for that day that was in it:

Rather than paying for hordes of celebrities to associate themselves with the brand, Penneys kept things low-key and classy, going for edgy stars like Emily Ratajkowski and singer Tinashe instead of glitzy Z-listers.

Inside, the store looks fairly similar to any Penneys branch you'd find in Ireland:

Even the brown paper bags are the same… there will be a lot of homesick ex-pats today we reckon.

We definitely recognise that shoe display… Bostonians seem to REALLY like their suede heels.

The close US$/€ exchange rate means the prices aren't all that varied either, so we can't complain that the Boston shoppers are getting a better deal.

But given that this is Penneys' first American store, there had to be a FEW cool new features.

Like this phone charging area, for example:

And free WiFi… genius.

After a glam New York dinner last week in collaboration with fashion site Refinery 29, plus an in-store party last night for invited bloggers and journalists, there was even a cocktail bar set up in store today.

Okay, when is Club Primania (or Club Penmania) hitting the Emerald Isle?

We need to know.

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Penneys will launch in the States as Primark USA in just six days' time, and the Irish retail giant kicked off the celebrations in style last night. 

Although the first store will actually open in Boston's Burnham Building, guests headed to a swanky pop-up restaurant in New York's West Village for an incredibly glam event, organised in collaboration with fashion site Refinery29.

New York's fashion elite sipped on wine and champagne as they waited for their food, sitting amongst lush green table settings and tall white candles.

But it was the place settings that really had us green with envy. Instead of a placeholder card, each guest got a personalised bracelet showing their name spelled out in beading.

And HOW gorgeous is that matte gold cutlery?

Of course it wasn't long before the friendship bracelets were put to the test.

Too cute.

On hand to host the evening was Gone Girl actress and Blurred Lines star Emily Ratajkowski, who tucked into some pasta after kicking off the proceedings.

The 24-year-old looked downright stunning in a high-necked crop top and black crushed velvet pencil skirt, the latter of which was a steal at €10 from Penneys itself.

Other high-profile guests included The Bachelorette's Andi Dorfman, New York Fashion Week creator Fern Mallis, singer Caroline Vreeland and model Natalie Suarez.

We Wore What's Danielle Bernstein wowed in a tan fringed jacket, also from the Penneys AW15 collection. Win.

Prior to the launch day, fashion bloggers across the US were sent a goodie bag including the new season catalogue and a pink selfie stick, for those all important outfit photos.

If these first snaps are anything to go by, Penneys is going to be a HUGE hit Stateside.

*checks flight prices to Boston*

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Model and actress Emily Ratajkowski no doubt gets thousands of Euro worth of designer threads for free, but she still loves a good rummage around Penneys.

The brunette beauty, who grew up spending her summers in West Cork, was the perfect choice to front Penneys' big move to the USA. 

The Irish retailer (known as Primark in the UK) will make history next week when it opens its first American store in Boston's Burnham Building, formerly home to bargain chain Filene's Basement.

Emily hosted a Penneys event in New York last night to celebrate the store's launch, and she looked downright stunning in a €10 skirt from the store's AW15 line, which will be available in Boston and hopefully here in Ireland too from next week.

The actress teamed her crushed velvet pencil skirt with a black high-necked crop top, and looked every bit the New York glamour queen in her budget-friendly outfit.

24-year-old Emily is no stranger to the Emerald Isle, and has spoken numerous times about how much she loves this side of the Atlantic.

"I absolutely love Ireland. It's one of the most beautiful places on earth and I have strong ties here," she told the Sunday Independent while visiting Cork in 2013 with her father John and mum Kathleen.

Both my grandmothers are from Ireland and I have spent every summer in Bantry since my father, who is an artist, had the romantic idea 20 years ago to buy an old farmhouse on the west coast and renovate it."

"I love the pubs – the fact that you can find all ages there. It's so easygoing, an old man could be dancing with a young girl having a bit of fun and no one bats an eyelid. It's so relaxed and everyone is so friendly. I'm more of a Smithwick's or Bulmer's girl than a pint of Guinness."

A fan of Penneys AND a Bulmers drinker? Emily sounds like our kind of girl!

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We're having a major love-in with Penneys lately.

Its autumn stock as just landed – and contains a number of key, killer capes, boots, hats and jewellery that we're coveting until pay-day. 

But the retailer also does fun and funky accessories rather well – and when we spotted these AMAZING socks, well, let's just say that we'll be stocking up (socking up?) with at least one pair in each design.

Costing just €3, the items feature either a Mean Girls or Clueless motif, and come in a soft pastel hue. 

Two relevant catch-phrases – "On Wednesdays we wear pink," and "Ugh as if," also adorn the socks.

And we reckon for an added spring in our step, slipping these on under winter boots would be just as much fun as wearing them around the house.

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Penneys strikes again!

It has been announced today that Penneys has welcomed a new beauty product to their already expanding shelves.

Nip + Fab is the new body and skincare range that you can now find on the shelves of retail giants Penneys. Hurrah!

Founded by Maria Hatzistefanis, the Nip + Fab products have countless celebrity fans – including Sienna Miller, Kate Moss and Kylie Jenner. 

And here are just some of the products that you can nab in your local store:

 

Deep Cleansing Fix

This product is designed to banish and eliminate blemishes (yipee!) while also fighting bacteria and clearing up your skin. The formula melts away make up in one quick swipe as well as nourishing and brightening your skin.

 

Glycolic Fix Pads

This one is designed to make your skin appear young and soft. The radiance boosting pads moisturise and tone your skin all in one! It also has blue daisy mixed into it's formula to sooth sensitive skin. 

 

Glycolic Fix Serum

This is for the older woman as it smoothens out lines and wrinkles. It also gives a major help to closing up your pores and gives you more refined skin.

 

Dark Circle Fix 

This 3-in-1 formula reduces the appearance of premature aging and dark circles around the eyes. The fast acting cream has red algae and tetra peptide in it to reduce puffiness and make you have big, bright eyes!

 

As you can see there is something here for everyone so just about no one will be disappointed. 

It is also very wallet-friendly with prices beginning at €8 and the most expensive product is still only €12.

We reckon a trip to Penneys is on the cards, so!

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This morning, armed gunmen stormed a branch of Primark in north west Paris – trapping 18 workers inside.

Thankfully, the hostages have now all been freed, however, the three gunmen have yet to be captured. 

One of the gunmen is an employee of Primark, local reports state.

When the attacks arrived at the shopping mall a little after 6am local time, the 18 individuals were trapped in a staff canteen, although some of their colleagues were able to escape immediately. 

The hostages "were evacuated around 10.30am, one of them was unwell but no-one was injured," police said this afternoon, though the circumstances of their release are still unclear.

The armed men were seen by CCTV entering the mall but have not been filmed leaving the premises – indicating they are still inside.

One worker told Le Parisien he saw people fleeing in a panic: "Everyone was running and screaming 'they are armed, they are armed, we must get out'."

Paris – and indeed, all of France – remains on high-alert after Islamic extremists attacked and killed 20 at the offices of Charlie Hedbo in January.

And last month as ISIS killed 38 in Tunisia, Yassin Salhi, a French lorry drive with extremist links, decapitated his boss before ramming a vehicle into a chemical plant near Lyon.

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Following its founding on Dublin’s Mary Street back in the Sixties, Penneys has muscled its way into the likes of the UK, Germany, Portugal, and Spain.

It will also shortly open its first store in the US.

And today it was announced that the popular discount retailer will furthermore expand into Italy, following a successful launch in France 18months ago.

With the first branches opening within a year, the company says it has initially committed to three Penneys Italia stores for 2016 alone.

"The research that we've done would indicate that there is a very good market in Italy for the Primark concept," the company told Reuters. 

Penneys now operates in more than 250 stores in nine countries. Ireland – lucky us! – has 38 Penneys stores alone.

The largest store that Penneys, which operates as Primark elsewhere, runs is the sprawling 14,500sq metre branch in Manchester.

The first US store will be unveiled in Boston in September.

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OK, so there’s been a lot of rain lately; not to mention hail – even a spot of sleet too. In short, summer feels like a very long way away.

But we’re quietly confident that a scorching May is only just around the corner – which means that it’s time to think about seasonal attire. Gone will be heavy coats, boots, and leggings; replaced by flowing skirts, sandals, and light jackets.

Versace's S/S 15 collection

 

But a change in the weather means we also need to rethink our wardrobes. And while the catwalk might provide inspiration – Versace, for example, has a beach-club chic, crystal-embellished silk mini dress for (gulp) €4,250 – the likes of Penneys is perfect for designer-inspired wear at incredibly affordable prices. In fact, the Irish retailer has heaps of inexpensive clothing and accessories that would work brilliantly for holidays abroad, funky festivals, or – when the sun is shining – stylish events on home-soil.

Green top €13; green skirt €12; sunglasses €2.50
Pattern dress, €16; sunglasses, €3.50; bag €8; bracelet, €5; rings €3

 

Most of the summer stock has now landed, and we’re happy to report that a good chunk of it is seriously head-turning.

Clockwise: Palm Springs swimsuit, €12; ruffle playsuit, €12; 
tropical flatfrom, €22; pink pom pom shorts, €7

 

With lots of rich patterns and textures, we particularly love the lace and crinkled crepe materials on offer. Off-the-shoulder tops, dropped-waist dresses, and high-waist shorts are all there too, as is colourful embroideries and beading, fringing, tassels and pom-poms. Gladiator sandals are back and big news this season – Penneys has a good selection of those too.

Black top, €17; skirt, €17; shoes, €12; earrings, €2;
white top, €15; shorts, €13; shoes, €18; earrings, €2

 

If you’re hitting the beach, bold colours dominate the brand’s bikinis, while funky swimwear items boast an ombre effect. T-shirts come complete with cheeky slogans and classic characters.

Don’t forget accessories either; cute and colourful friendship bracelets and mix-and-match rings would complete any summery outfit nicely. 

Clockwise: sandals, €8; floral bag, €12; floral shoes; €12, blue necklace, €8

 

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Get all the gossip from the Glossbox/Karen Millen collaboration and much more! In this weeks Fashion Report, Ciara O' Doherty will be giving you a bite-sized fix of all the latest fashion news and gossip. So sit back, relax, and enjoy the latest installment of The Fashion Report, as part of our weekly Style Show!

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Miss any of this week’s Style Shows? Fear not! With this handy weekend catch-up you’ll never have to miss a minute! This week Our fashion reporter Ciara O’ Doherty will be giving you the lowdown on the weekly trends, all the latest fashion news and gossip, plus she’ll be talking you through what’s on the shelves right now in some of your favourite high street stores!

We’ll also be taking a nostalgic look back Kim Kardashian’s best (and worst!) fashion moments, getting the experts opinion on Angie’s controversial wedding dress, and going behind the scenes at the Brown Thomas #BTCREATE launch.

So sit back, relax and enjoy the latest instalment of our SHEmazing Style Show!

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This week on Highstreet Hotlist our reporter Ciara O' Doherty is showing you her top outerwear picks in our highstreet favourite, Penneys! She found four gorgeous styles for under €40 that are on the shelves right now – you won't want to miss out on these bargains! Watch the video above to get the lowdown on her favourite styles.

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Here at SHEmazing HQ we are SO excited to bring you the very first episode of our brand new S! TV Style Show.

Our fashion reporter Ciara O' Doherty will be giving you the lowdown on the weekly trends, all the latest fashion news and gossip, plus she'll be talking you through what's on the shelves right now in some of your favourite high street stores!

We'll also be taking a nostalgic look back at some of the best (and worst!) fashion moments from the stars. This week we're checking out the Teen Choice Awards hits and misses, Cara Delevingne's new Topshop campaign, Kate Bosworth's first fashion app, and much more.

So sit back, relax and enjoy the very first installment of our SHEmazing Style Show!

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