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Why we all want to be wearing Reformation

Rejoice! Reformation, the cult LA brand that’s inundated our Insta feeds over the past few years with its ethical take on pretty much everything we want to wear right now, has arrived at Selfridges. Just landed at selfridges.com and in our Womens Contemporary Studio at Selfridges London, it’s the brand’s first ever permanent destination outside of the US. 

 Let's get in (Re)formation

Rejoice! Reformation, the cult LA brand that’s inundated our Insta feeds over the past few years with its ethical take on pretty much everything we want to wear right now, has arrived at Selfridges. Just landed at selfridges.com and in our Womens Contemporary Studio at Selfridges London, it’s the brand’s first ever permanent destination outside of the US. 

Using London as the backdrop for our shoot (who knew that, according to a UN definition, our flagship home city – with its 8.4 million trees – is technically a forest?), we’re taking a look at something similarly remarkable: just how Reformation has built a brand that’s as sustainable as it is desirable. 

 Let's get in (Re)formation

Givenchy bag, dress and trousers
Jess dress

Using London as the backdrop for our shoot (who knew that, according to a UN definition, our flagship home city – with its 8.4 million trees – is technically a forest?), we’re taking a look at something similarly remarkable: just how Reformation has built a brand that’s as sustainable as it is desirable. 

Who?

After closing down her own fashion line Ya-Ya, Yael Aflalo (Reformation Founder) started freelance designing for other labels. It was on a business trip to China that she was struck by the pollution that some garment factories were producing. She founded Reformation in 2009, determined to improve the relationship between fashion and the environment. For Kathleen Talbot, the brand’s VP of Operations and Sustainability, “Reformation is about changing the world’s view on the fashion industry and educating consumers about the powerful effect we can all have on the environment.” 

As well as using sustainable and deadstock fabrics, Reformation’s ethical business model encompasses plastic-free packaging, green building infrastructure, and sourcing and manufacture local to LA. Talbot explains that “we actually opened the first sustainable sewing factory in the US, and still run it as a lab for all our new collections. By operating our own factory, we’re able to listen to our customers’ needs and can deliver products to market quickly.” The brand has also been carbon neutral since 2015 and introduced the RefScale in the same year – a tracker that adds up the gallons of water and pounds of carbon dioxide used to make each piece. 

Who?

After closing down her own fashion line Ya-Ya, Yael Aflalo (Reformation Founder) started freelance designing for other labels. It was on a business trip to China that she was struck by the pollution that some garment factories were producing. She founded Reformation in 2009, determined to improve the relationship between fashion and the environment. For Kathleen Talbot, the brand’s VP of Operations and Sustainability, “Reformation is about changing the world’s view on the fashion industry and educating consumers about the powerful effect we can all have on the environment.” 

Pearl dress

As well as using sustainable and deadstock fabrics, Reformation’s ethical business model encompasses plastic-free packaging, green building infrastructure, and sourcing and manufacture local to LA. Talbot explains that “we actually opened the first sustainable sewing factory in the US, and still run it as a lab for all our new collections. By operating our own factory, we’re able to listen to our customers’ needs and can deliver products to market quickly.” The brand has also been carbon neutral since 2015 and introduced the RefScale in the same year – a tracker that adds up the gallons of water and pounds of carbon dioxide used to make each piece. 

 

Reformation is about changing the world’s view on the fashion industry and educating consumers about the powerful effect we can all have on the environment.

Overland top / Willow jeans

What?

Reformation not only does good; it looks good. As Kathleen Talbot puts it, “we want to dispel the common misconception that fashion and sustainability don’t go hand in hand by offering clothes that people want to wear – in effortless silhouettes that celebrate the feminine figure.” So when it comes to the piece that defines the season, the one that’s seen on A-listers and influencers alike, you can be sure Reformation is behind it. Remember that perfect white cotton mini dress with lace trims and dainty shoulder ties from last summer? Reformation, of course. This summer, it’s all about the Pearl midi dress. With its fresh green floral print, puff sleeves and side slit, it’s the ideal day-to-night dress and can effortlessly be adapted from the city and onto the beach – or even dressed up for all those summer weddings. And, would you look at that, it’s exclusive to Selfridges.

In fact, our edit of Reformation’s ethical clothing comprises 112 tops, skirts and dresses, of which 14 are available only at Selfridges. And this is just the beginning: every month, new and exclusive pieces will land in store and online. Watch this space. 

Pearl dress
Fine watches
Fine watches
Jess dress

Where?

Available to buy online, Reformation at Selfridges is also located in our Women’s Contemporary Studio. This is the first time outside of the US that you can try Reformation pieces on in an actual dressing room (remember those?) before buying them. The Selfridges Reformation space mirrors the trailblazing sustainable aesthetic of the brand’s 14 US stores – think recycled and repurposed fixtures, two lush plant walls and a gif photobooth. Don’t know about you, but we can feel a #RefBabe selfie coming on…

Marabella dress
Helm dress (coming soon)

Why Reformation at Selfridges?

Over to Sebastian Manes, Selfridges’ Executive Buying and Merchandising Director: “Reformation has changed the way women dress, the way they shop, and has led a positive and meaningful change in the dialogue around responsible fashion retailing. It’s a pleasure to be working with a revolutionary brand that shares our values and offers our customer exactly what she is looking for.”

 

Magnolia top (coming soon) / Margot skirt

     

We want to dispel the common misconception that fashion and sustainability don’t go hand in hand.

 

Tiki two piece

Shop Reformation

Our top green cities

Did you know that London has as many trees as it does people? According to a UN definition, the city is technically a forest. Keep scrolling for other unexpected urban jungles.

  • London, United Kingdom

    Trees cover 20% of London, removing approximately 2,261 tonnes of pollution from the city’s air each year. Canopy cover also plays a crucial role in storing and slowing rainfall: trees prevent 10 times the volume of water entering the Serpentine and flooding London’s drainage system each year.

  • adhadhahdakdhasdas

    Atlanta, Georgia

    Dubbed ‘a city in a forest’, Atlanta has a large tree canopy covering 48% of its total area. It’s the main reason National Geographic named it ‘A Place of a Lifetime’.

  • Belfast, Ireland    

    Ireland isn’t called the ‘Emerald Isle’ for nothing. Belfast contains a large amount of green space – nearly 200,000 trees have been planted across the city in the last 20 years in an initiative called ‘The Forest of Belfast’.

  • Liuzhou Forest City, China

    Due to be completed in 2020 by Architect Stefano Boeri, Liuzhou Forest City will be located in the mountainous province of Guangxi. The area will be completely covered by plant life – so much so that it will be nearly impossible to distinguish the urban centre from the green area that surrounds it.

  • Sydney, Australia

    The northern suburbs of Sydney already have over 50% tree canopy, and now the New South Wales government has committed to planting 5 million trees in the west of the city by 2030. Every 10% increase in tree canopy cover reduces land surface temperatures by 1.13°C.