Most of this summer’s popular dresses can be traced back to Reformation. Button-down midis, pretty tie-straps, wrap styles and shirred fronts – the LA-based label has been selling these frocks since 2009, amassing a huge following worldwide. It’s also committed to a sustainable approach, using repurposed vintage clothing as well as more sustainable fabrics like Tencel. While it’s become a huge hit, there has been much frustration that, outside of the US, customers face hefty shipping costs and added tax as the pieces aren’t available on a UK website or in any stores – until now. Today marks the launch of a brand new summer-capsule collection, designed for Browns, which will be available both online and in Browns’ East London store.
The 27-piece collection includes an edit of some of Reformation’s most popular styles across bridal, denim, swimwear and the mainline collection, with three designs created exclusively for Browns. From glorious summer blouses to gingham swimsuits via floral tea dresses, these are the sorts of pieces that you can throw on without a second thought. There are maxi wrap dresses that will see you through every occasion from here to next summer and jeans that actually fit properly, which are also made from 88% less water than your average true blues.
Prices start at £110 and go up to £480 for the long dresses, which, while not exactly cheap, are definitely a reflection of the quality of the fabrics used. These are also the sorts of dresses (and separates) that you’ll have in your wardrobe for years to come, as exemplified by the fact that Reformation consistently restocks some of its bestselling styles, often in slightly different prints or colours. Move quickly, though – it’s almost a given that this collection will sell out at rapid speed. That’s just how popular Reformation is.