Several fans of Reformation, the brand famous for silhouette and sustainability, are rejoicing, as after a long wait of two years since it’s pop-up shop opened in London in the end of 2016, the LA-based cult fashion brand has now entered the UK market again.
The brand recently opened its first store in London and started selling its collection off and online via Browns East and brownsfashion.com respectively. It encompasses 27 pieces in the collection that includes an edit of denim, swimwear, high summer and even bridal along with three styles that are styled exclusively for the Browns.
Asserting the announcement, Ida Petersson, Browns Fashion’s womenswear Buying Director said, “Reformation continues to be the leader in its field and their approach to sustainability is admirable so we couldn’t be more pumped to bring a selection of the best from Reformation to Browns this summer.” She also added that, “This will be the first time their swimwear hits the shores of Europe and we even have a few special pieces which have been created exclusively for Browns to celebrate the partnership.”
Founded by Yael Aflalo in 2009, Reformation has garnered immense popularity since then due to its effortless silhouettes made by sustainable fabrics with the aim of celebrating the femininity of the woman’s body.
Aflalo said in an interview that, “Since opening our pop-up shop in November 2016, we’ve been excited to make our return back to the UK and have been looking for the perfect partner to reintroduce Reformation. We’ve long admired Browns and their legacy in the UK, and can’t wait to join their roster of iconic brands.” And let’s not forget the amount saved due to the absence of cross-hemisphere shipping costs.
