Reformation is coming to Selfridges this summer and our wardrobes are more than ready

‘Reformation has changed the way women dress’

Reformation at Selfridges (Reformation)

Los Angeles-based fashion brand Reformation is returning to the UK and setting up shop in Selfridges.

On Friday, the luxury department store announced it has partnered up with the retailer to launch a 120-piece collection.

From Monday 8 July, Reformation fans will be able to get their hands on the collection (think summer dresses and vintage-inspired jeans) from the department store’s flagship shop, Selfridges Oxford Street, in London as well as online.

The collection will mirror the “aesthetic and mood of the trailblazing brand’s US store formats”.

Better yet, Selfridges will also release a monthly batch of exclusive styles for shoppers eager to get their Reformation fix.

As a 100 per cent carbon, water and waste neutral company, Reformation has become a firm favourite among sustainable shoppers keen to reduce their impact on the fashion industry.

“We have admired Reformation ever since the brand first launched 10 years ago and are so pleased to be able to introduce the collection to Selfridges with real depth as we launch the new season,” says 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.”

Reformation at Selfridges (Reformation at Selfridges)

Founded in 2009 by Yael Aflalo, Reformation has gone onto become a cult brand beloved by the likes of Rihanna, Alexa Chung and Bella Hadid.

In 2012, the brand launched an e-commerce site meaning its legion of shoppers could finally order its products from overseas, whether it was its famous lightweight Rou dress or button-down front Thelma design.

In 2016, the company crossed the Atlantic and launched a UK pop up shop on Monmouth Street in London as well as a “holiday-inspired” capsule collection on Net-A-Porter.

Last year, Brits were able to get their mitts on the brand’s tea dresses yet again as a result of an exclusive curated 27-piece collection in Browns East, London last year.

According to global fashion search engine Lyst, searches for the brand’s eco-friendly Gavin dress saw a 4,650 per cent spike last year, while the brand itself became the second most wanted Instagram brand according to the company’s Year in Fashion report.

Reformation at Selfridges (Reformation at Selfridges)

Priding itself on diversity and sustainability, Reformation boasts apparel that goes up to a UK size 22.

As a 100 per cent carbon, water and waste neutral company, Reformation has become a firm favourite among sustainable shoppers keen to reduce their impact on the fashion industry.

According to the retailer’s website, it aims to make 75 per cent of its products with natural fibers that are rapidly renewable and plant-based, and made using recycled material.

In addition, it states that 15 per cent of its products are made of “deadstock fabrics" (verified old, leftover, and over-ordered fabrics from other brands), and two to five per cent of products made out of vintage clothing.

Last summer, Selfridges welcomed Réalisation Par’s first temporary space in Europe, resulting in its famous floral dress designs flying off the shelves in hours.

We’ll race you to the checkouts.