Which cool-girl label loved by celebs is doing a Net-a-Porter line?
The Buro daily
It's the cult LA label loved and worn by the likes of Rosie Huntington-Whiteley, Emily Ratajkowski, Lily Aldridge, Rihanna, Taylor Swift and Leandra Medine (and yours truly), but until now Reformation has only been available via their website or during a trip to the States. But a new capsule collection with none other than Net-a-Porter looks set to change the fortune of the ethically-minded fashion label. It marks the first time the brand has partnered with a major retailer - it did well to choose one with such a global customer base as Net-a-Porter.
Vogue.co.uk has published sneak peek of the collection, which includes maxis, jumpsuits, slip dresses, skirts, tops and wrap dresses in festive colours like red, gold and navy. And the best bit? They're all below $500. It's in line with Reformation's reputation for providing modern, simple-silhouette pieces at affordable prices. With a focus on sustainability, the label uses vintage or environmentally friendly fabrics for its designs, which you'll often see worn by Instagram influencers like Bella Hadid and Hailey Baldwin.
"Reformation is a purse-friendly brand with a conscience, which isn't normally something that goes hand in hand. Along with its fantastic desirable pieces, it has become one of the most interesting contemporary brands right now," explained Sarah Rutson, vice president of global buying at Net-A-Porter to vogue.co.uk.
The 21-piece collection, which launches November 11, will be also backed up by a London pop-up shop selling pieces from Reformation's classic collection. And good news for London girls - the pop-up might become a permanent fixture in the English capital. "Our UK customers have been asking us to visit for a while now, so we're excited to finally open up shop," Reformation's creator Yael Aflalo told WWD. We wonder how long we'll have to wait to get an Australian Reformation store?
The Reformation x Net-a-Porter collection launches on November 11 at net-a-porter.com. Prices range from £100 ($160) to £315 ($506).
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Buro 24/7 Selection