Friday, August 24, 2018

Cult Brand Reformation Launches Sustainable Underwear

Cult, sustainable LA brand Reformation has launched the latest part of its extensive expansion plan. Lucky Americans (it’s only available to buy here via collaborations with global e-tailers, unless you're willing to pay international shipping and import costs) have seen denim, swimwear and plus-size pieces filter into its offering of covetable dresses over the past seasons. And now, Reformation lingerie has landed.

The limited-edition line-up of two bras and one bralette and two styles of briefs – thongs and boy shorts – are in line with the brand’s commitment to circular fashion. Each piece in the $12-$45 priced collection is made from Lenzing Tencel, recycled lace and eco mesh.

Though Reformation has recruited four “real” women to model the underwear in its social campaign imagery, its sizing is not as inclusive as the lingerie recently released by brands with similar price points. Where Rihanna’s Savage x Fenty range made inclusivity a priority, Reformation’s sizes range from S-L in bottoms and XS-L in bras.

Still, Daisy, a postdoctoral research fellow at Boston Children's Hospital and Harvard Medical School; Rachel, the founder and CEO of Swipe Out Hunger; JoAnna, a plastic and reconstructive surgeon; and Jamie, an entertainment attorney, highlight the fact that Reformation is a female-founded company with a leadership team made up of 80 per cent women.

“In today’s culture, our self-worth is too often based on appearance, and lingerie campaigns tend to focus only on our bodies,” the brand captions the Instagram images. “While it’s arguably hard to show lingerie without getting half-naked, today we wanted to hone in on other qualities as well. Like, you know, brains and accomplishments. Because that’s hot.”

Here's hoping Browns, Net-a-Porter or any other potential collaborators make a sustainable overhaul of the underwear drawer, à la Reformation, affordable in the UK soon.

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