Style, Reformed

Reformation has gained quite the cult following having been on the LA cool-girl radar for some time. Its buy-now-wear-now aesthetic, effortlessly pretty pieces and all round feminine feels is giving us Marissa Cooper vibes.

Launched in 2009 by model-turned-CEO Yael Afalo, Reformation strikes all the right notes amongst millennials with its positive approach to sustainability. In a generation that takes wellness and environment seriously, it makes perfect sense to consciously feel great whilst looking great. 

This season we had the exciting opportunity to work with Yael and her fantastic team to create a 27 piece collection of high summer essentials that includes three exclusives for Browns. The capsule includes a range of vintage-inspired dresses, baby-doll tops, classic denim and swimwear. 

We asked our Womenswear Buying Director, Ida Petersson for her say on this exciting collaboration: “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.”

Made in just one factory in America, Reformation carries their eco-friendly ethos throughout the production process using semi-synthetic materials that utilise plant-based fibres. Aside from this, they actively seek out deadstock fabrics, repurpose vintage and use Recover yarns that are made from old clothing and fabric waste. 

Arriving exclusively at Browns, Founder Yael Afalo is equally as excited about the partnership: "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.”

This limited high summer capsule collection is available online and at Browns East, Club Row. Get it while it’s hot!

Words by Alexandra Oliver