SHOPPING FIX 

This cult US label is now available in the UK

Reformation – the smash-hit label renowned for dreamy summer dresses and a commitment to sustainability – launches exclusively at Browns from today

Added on

By Hannah Banks-Walker on

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.

 

Click here for what to buy from Reformation at Browns 

@hlbw 

Sign up

Love this? Sign up to receive our Today in 3 email, delivering the latest stories straight to your inbox every morning, plus all The Pool has to offer. You can manage your email subscription preferences at My Profile at any time

or
Tagged in:
fashion
fashion news
Hannah Banks-Walker
dresses
shopping fix
Summer

Tap below to add
the-pool.com to your homescreen

Close
Love The Pool? Support us and sign up to get your favourite stories straight to your inbox