“As a brand, Reformation is a game-changer,” Sebastian Manes, Selfridges executive buying director, tells Vogue of why his team has been watching it since the launch a decade ago. “Reformation knows what its customer wants before she wants it – and how, where and why she’ll wear it.” He praises founder Yael Aflalo’s business acumen and her steadfast commitment to staying conscious. “Sustainability is so embedded in the brand and has had such a positive impact on the way consumers – and the whole industry – think about responsible fashion retail and consumption,” he explains.
The boutique, which uses the same recycled fixtures and plant walls as Reformation’s US stores, follows a series of buzzed-about in-store launches from brands which have developed their followings through a direct-to-consumer retail model. When Selfridges cut the ribbon to Réalisation Par’s first temporary space in Europe last summer, its frilly designs flew off the shelves. Within hours there was barely a dress left.
Manes promises that the Reformation buy won’t be another one-off drop situation. July 8 marks the beginning of “a long-term partnership that will evolve in line with what our customer is looking for”. Selfridges will launch with 120 pieces, including extended sizes, with newness coming throughout the season – plus, a monthly batch of styles exclusive to the department store. Even Californians who have been following the label since day one won’t be able to get their hands on those.