You would have seen Reformation's cult summer dresses on celebs from Taylor Swift to Margot Robbie, or spawned across your Instagram feed in saturated images of Santorini escapes and Sunday espresso martinis with the girls. The cult cool-girl label has gained a mass following over its mere eight years of business, and for good reason; the designs are always fun and feminine (with a kick of indie flare), and are all produced in an ecologically sustainable nature.

Reformation has launched a new brand

In a first for the brand, Reformation has launched its first sister brand; the Bella to Gigi, if you will. Named Reformation Jeans, the inaugural collection is a 46-piece line featuring 11 denim styles in 14 washes, as well as 10 tops and four dresses. Reformation Jeans has the same urban cool-girl feel as its counterpart, but the price tag is a lot kinder to the credit card. A standard Reformation dress will set you back about $300...USD... plus the ever-present $25 shipping that we always seem to endure living south of the equator.  Reformation Jeans have pieces starting at just $28, and capped at $200.

Reformation has launched a new brand

The sister brand follows the same ethical ethos that Reformation is so well known for. In a statement from Reformation co-founder, Yael Aflalo she said:  "My biggest dream is to bring sustainable fashion to everyone." All the denim in the collection is made from deadstock and other sustainable fabrics; the process of making just one pair of Reformation jeans saves an average of 1,771 litres of water.

The collection is available to waitlist as of now, and will be ready to shop on October 23. thereformation.com

Reformation has launched a new brand