Reformation: On being Fashion and Environment Conscious
You may have seen pieces from this brand being donned by celebrities like Emily Ratajkowski, Taylor Swift, and Karlie Kloss (she is even an investor!). Its feminine, sexy and down to earth vibes are perfect for the modern female who prizes looking both fashion and comfort. Reformation was launched in 2009 out of Los Angeles, and has physical stores in Los Angeles, San Francisco, Miami, and New York.
Reformation is very vintage, and signature styles include a lot of gingham, flowy maxi dresses, and flowery frocks. There is a wide range of variety, from off the shoulder tops to corset sun-dresses to pin-striped shorts. Their best sellers include the Winslow Dress and the Clayten Top – both sell out so fast and it is easy to see why!
With spring in full swing and summer creeping up, it is also perfect that Reformation recently released their first ever swimwear line, exciting fans everyone. Inspired by founder Yael Aflalo’s favorite vintage suits, the collection comprises of 9 pieces that meshes perfectly with their current aesthetic. The range of two-pieces and one-pieces ooze old school vibes and are the new must haves of the season. Standout pieces include a cool red one piece, a striped yellow-and-white bikini with high-waisted bottoms, and a black-and-white gingham bandeau two-piece.
However, the coolest thing about Reformation is how environmentally friendly and ethical the brand is. Founder Yael Aflalo first learned about the harmful impact of fashion on the environment when she started her first brand Ya-Ya ten years ago. She then visited a factory in China, causing her to be further disillusioned and to feel selfish for contributing to such pollution. She wanted to make a change, and it was with this basis that Reformation was born. The brand’s tag line is “We make killer clothes that don’t kill the environment”. They truly embody this statement with all their items being made from deadstock fabric or sustainably sourced material. Online shoppers are also informed about the carbon and water footprints of each item, and each shipment to clients includes a “RefRecycling” label that allows for them to send in clothes for repurposing. Recognizing the crazy carbon footprint of the internet, Aflalo has even assigned a team dedicated to lowering the environmental impact of Reformation’s website itself. Thanks to Reformation, now we can all feel good while shopping.
With all its pieces being chic and eco-friendly, Reformation has an eco-friendly spin on eclectic fashion and definitely is a brand that will only reach greater heights.