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Reformation: Cult LA fashion brand worn by Rihanna and Taylor Swift finally launches in UK
Your summer wardrobe is sorted
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Your support makes all the difference.American brand Reformation’s vintage-inspired tea dresses and pretty blouses have earnt themselves an enviable celebrity client list, which includes Rihanna, Leandra Medine and Taylor Swift, but until now they’ve only been available on its website and at its stateside stores.
That’s right, everyone’s favourite sustainable and super-cool LA brand is finally making its way to the UK.
Joining forces with London-based boutique Browns, Reformation has created the ultimate summer collection curated from its most coveted styles.
Consisting of 27 must-have pieces, the collection will include a stunning edit of bridal, denim, swim and high summer items but that’s not all.
Reformation has also created three brand new styles which customers can buy exclusively at Browns.
“Reformation continues to be the leader in its field and their approach to sustainability is admirable so we couldn’t be more pumped to bring a selection of the best from Reformation to Browns this summer,” says Browns womenswear buying director, Ida Petersson.
“This will be the first time their swimwear hits the shores of Europe and we even have a few special pieces which have been created exclusively for Browns to celebrate the partnership.”
Founded in 2009 by former model Yael Aflalo, following a debate over fashion’s footprint, much of the brand’s allure is its ethical standpoint.
In a bid to minimise the environmental impact of its fashion production, Reformation commits to doing everything as sustainably as possible, meaning that all of its pieces are made from eco fabrics like Tencel, deadstock materials and repurposed vintage clothing.
Speaking of the new launch, Aflalo adds: “After Reformation’s pop-up debut in London in 2016, we’re so excited to return to the UK. As big fans of Browns and their legacy as a cutting-edge retailer, we’re thrilled to be part of their roster of iconic brands.
“We can’t wait to introduce the Browns customer to Reformation with our key summer styles for all occasions, and a few exclusive items made just for Browns.”
Reformation will be available at Browns East and at Brownsfashion.com. Prices range from £110 to £480.
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