Cult-loved ethical LA brand Reformation has been a wardrobe staple for cool girls since it launched back in 2019. Now, fans in the UK can finally have the chance to shop the label in real life thanks to its debut at London’s Selfridges. Loved for its contemporary yet vintage-inspired pieces, Reformation is applauded for its efforts towards sustainable design and its status as a 100% carbon, water and waste-neutral company.
The brand will be available both in-store at the Selfridges flagship on Oxford Street as well as online, allowing other customers in the UK to purchase without any costly import charges. Located on the third floor, the space will be home to classic Reformation dresses amongst other must-have items and will also feature extended sizing options and exclusive products. Discussing the partnership, Sebastian Manes, Selfridges’ executive buying & merchandising director shared:
“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 new season. 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. It’s a pleasure to be working with a revolutionary brand that shares our values and offers our customer exactly what she is looking for.”