Reformation's sustainable style comes to the UK as cult label opens first store
almost 6 years in The guardian
The trend-driven brand known for its floral dresses, square necklines and puffed sleeves also boasts “100% carbon, water and waste neutral” credentials
Tomorrow, 10 years after it launched, the cult Los Angeles label Reformation opens its first UK store. You may not know the brand’s name but you’ve probably seen its signature style, which has saturated Instagram for the past few years. Much copied, it is a sort of digital native take of boho: a floral dress with a high leg split, a deep square neckline, a button-down front or spaghetti straps.
What makes Reformation the most 2019 of fashion brands, however, is its green credentials, claiming to operate as a “100% carbon, water and waste neutral company”. Its combination of sass and sustainability – “Being naked is the #1 most sustainable option. We’re #2” reads the brand’s Instagram bio – has won it an army of followers. “#RefBabes” include Bella Hadid, Emily Ratajkowski, Taylor Swift and Meghan, the Duchess of Sussex. Continue reading...
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